Real-time reaction: Google analysis

Craig Mawdsley

The fast pace of the digital age has changed planning from a strategic role to one of tactical, reactive campaign management.

Real-time reaction: Google analysis

Craig MawdsleyAbbott Mead Vickers BBDO

In the fast-paced digital age, the role of planning is evolving rapidly from strategic to tactical, reactive campaign management. But real-time planning requires real-time ideas and greater teamwork, warns AMV BBDO's Craig Mawdsley.

Planning used to be so simple. We would define a message that addressed a business challenge, dramatise it in creative work, buy some media against it, and then after a few months it would disappear. If we were lucky, it would live in the memories of the people exposed to it, but in most other ways,...

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