Evaluating cross-channel communications

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view.

Evaluating Cross-Channel Communications

Tony Regan Nylon

In the past two years, communications planning has moved centre-stage in clientagency discussions, and is the focus of effort in agencies of all disciplines. Many issues remain unresolved: which people make the best communications planners; which kinds of agencies are skilled, structured and focused to best provide it; and whether client organisations are ready to...

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