WHOSE JOB IS IT ANYWAY?

How can you better co-ordinate your brands’ creative output across an ever-widening list of audiences, places and spaces?  

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Who is making sure your creative idea is maximizing the potential

of media to tell it?

 

How do I know which parts of my plan are working and why?  

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How do sponsorships and activations pay back?

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Are we learning enough from one campaign to the next?

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How do I balance long and short term investments?

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The answers to these questions are more important than ever. But too often, they fall between the cracks. Between agencies. Between client teams. 

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I believe in comms planning as a force for integration, creative excellence and accountability. But as long as I’ve been in this industry, this discipline has been a tricky one.

 

Is it a media job or a creative job? Is it about data or creativity? Is it a grand architecture to tell the story of a brand across time? Or a detailed planning exercise to co-ordinate the delivery of a campaign? When should it appear in the process? Do we have time for it?  Why doesn’t our client value it, or why doesn’t our agency deliver it?

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I have hands on experience building comms planning teams in multiple agencies for multiple clients. I have navigated all these questions, not always successfully.  But I have gained valuable experience and learned important lessons in how to make it actually work - from people and processes, to tools and training.

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If you are struggling with any of these questions, or looking for practical comms planning support,  I can offer it.  I can also audit your current comms planning arrangements and advise on how to improve it.