The future of communications planning

Kate Sirkin, executive v-p and global research director at Starcom MediaVest Group, argues that the traditional way of developing communication campaigns (first develop creative ideas then find media to match) will not do in today’s market.

The Future Of Communications Planning

Kate Sirkin Starcom MediaVest Group (SMG)

An evolution is changing the way clients plan communications for their brands. Some marketers  continue to employ the traditional model, while some are embracing a new model for success.

The traditional model assumes that creative is briefed and campaigns developed before the path to reach them is decided. This is how our industry approached all brands when...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands