Communication management: Management

 

Client-side planning looks like it is here to stay, and must prosper if brands are to continue to grow. This article describes how Diageo set up its own account planning resource, and how it works wit ...

This article describes the five key phases of growth for a marketing services agency, and the challenges they pose. At the birth stage, the number of staff is below 15, management is informal and conc ...

This article argues that companies can learn from the political model of campaigning and the research that backs it up. Like a river, the political landscape is always changing with various pressures, ...

Antony Young, president of Optimedia US and co-author of Profitable Marketing Communications: A Guide to Marketing Return on Investment, believes that traditional marketing is in urgent need of modern ...

This article offers some survival tips for chief marketing officers, including the importance of doing your homework before stepping into the role, being fully accountable for all marketing investment ...

Using Maconomy's Agency Profit-Watch 2006, Neil Davidson reports on agency management practices in the UK and US. He finds that procurement and finance departments are increasingly influencing - even ...

The founder of the Dallas agency Slingshot, Owen Hannay, sees advertising's future belonging to a new breed of multidextrous, multi-channel, multi-marketing agencies - whose creative teams can turn th ...

Using findings from Prophet's 2005 State of Marketing survey on how marketers contribute to business growth, Scott Davis, a senior partner of Prophet, discovers a gap between the intentions and achiev ...

Marketing fraud remains a serious problem, even though accountancy practices have been improved to eliminate bad practices and legal frameworks have been tightened (e.g. the Sarbanes Oxley Act). Some ...

By simplifying financial paperwork such as bills and statements, financial institutions can improve the customer experience, this paper argues. When viewed as branding's unsung heroes rather than as n ...

Coordinating and controlling advertising strategy within contractual and administered vertical marketing systems (VMSs) can be a complex task given the number of channel members involved in the proces ...

Measurement of the impact and effects of advertising and other forms of marketing communication have been long-time goals of most marketing organisations. In this article, the authors review three bas ...

This piece introduces six articles focusing on developments in market research. The key issues facing the industry are seen as: internet and on-line research, new observational and ethnographical tech ...

A round-table discussion between participants from IBM, Unilever and Pfizer. The discussion covers: how to effectively use new technology (such as iPods, broadband or cell phones, etc.) for marketing ...

Peter Hutton, BrandEnergy Research, argues for a new holistic way of thinking about and managing business. Rooted in Kaplan and Norton’s Balanced Scorecard, he explains the importance of integrated m ...

This paper looks at how planners navigate the maze of media channels available in today’s world. It summarises the criteria for choice, recent research approaches and how this is affecting media decis ...

Discusses `reality branding', placing brands in controlled environments without consumers realising that they are seeing sophisticated product placement. Examples in America: Quiksilver (a surfing bra ...

James Brook emphasises the importance of brand building within companies an area which he believes is often neglected by marketers. He draws on the experience of several prominent organisations, who ...

This is a wide ranging interview with Simon Munn the regional communications manager of Volvo. He defines the major issues facing advertisers as being achieving impact in the marketplace, given the e ...

The article discusses the launch of the euro currency, which is described as an awesome logistical project, from a marketing communications point of view. The remit from the European Central Bank was ...

Mergers are messy in the best of circumstances. Well designed communications can help to give the process logic and direction to ease the bedding down period. Here are seven stages that all newly ha ...

Sir Martin Sorrell, CEO of WPP Group plc, reviews the implications of key current challenges for chief executives: 1) over-capacity of production and under-capacity of human capital, 2) the impact of ...

Argues that company management systems too often are rigid, bureaucratic, and leave decisions about advertising to the most junior levels. Superior advertising cannot emerge without the close involvem ...

A brand's reputation amongst consumers is affected not only by planned marketing activities but by all sorts of other sources. Some of these are under the companies control, others are not, but all of ...

All indications are that the trends towards integration and cross fertilisation will continue to accelerate. As with other types of breeding, cross fertilisation is likely to produce better results a ...

Ted Taylor watched CNN's 20th birthday celebrations from the point of view of the millionaire who had launched two ground breaking media ideas - the super station and the international news channel -T ...

This comparative paper supplements two previous ones, all focusing on comparisons of the manner in which corporate practitioners in the US, Japan and Chile manage marketing communications. In this stu ...

Apparent waste in advertising has its own communication value. The article uses the parallel of Veblen's 1899 theory of conspicuous consumerism and provides several examples to illustrate it. The bala ...

Internal marketing communications is defined as the process of creating, packaging and distributing a company's critical business marketing messages within its organization, then directly to customers ...

Direct marketing and media advertising can work together to build brands. The case of the Goldfish credit card is presented to illustrate how the true value of an integrated communications plan is not ...