Fuel for a holistic approach: a journey from brand insights through to the communications plan
Sheila Byfield and Nigel AndersonMindShare Worldwide, United Kingdom
INTRODUCTION
Everyone involved in the design and execution of communications is increasingly challenged by the complexity of today's planning landscape. An environment where people are faced with burgeoning choice, content can be designed by the individual, advertising is increasingly easy to avoid and attention is fragmented, has forced major changes in the role of the planner:
'Engaging' with audiences (as opposed to simply reaching them as in the old communications model) have become the...