Admap Magazine - February 2010

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February 2010 - The Future of Planning
In this issue, where advertising planning is headed, a new model and lessons that can be learned for its development

Free article:
> Case Study: T-Mobile's "Life's For Sharing" campaign

Focus: Planning

The future of planning			Darwinian improvisation
	A roundtable of six planners on where planning will go next			How planning is evolving at Diageo

A new agency model			History of planning
	As planning changes, how will this change agencies?			The development of planning from the 1960s to the future

Emerging brand wisdom
	An antidote to western brand-weariness from developing markets

Features

The new audience			10 marketing trends
	Marketers must reconsider knowledge of consumers today			Key trends in integration and its implications for 2010

A brand new future			Mobilising consumers
	Will brands lead the way to a new, gentler capitalism?			Case study: T-Mobile's "Life's For Sharing" campaign

Next for segmentation			Brand unrest
	Collaboration, crowdsourcing and culture mapping			When brand values don't engage with employees

Regulars

Best Practice			Adstats
	How to brief your agency to ensure your objectives are met			Highlights of the latest forecasts for adspend in 2010

Books that influenced me			MT Rainey's Classic Texts
	John Bartle introduces his six favourite marketing texts			How Alan Hedges defined advertising research

Speed Read
	'The Art of the Idea' by John Hunt, condensed

Opinion

Colin Grimshaw			Jon Steel
	From the editor: Look to the future			Point of View: Does planning have a future?

Mythbuster			Joe Mandese
	Les Binet and Sarah Carter: Waste not			Point of View: Commerce is king

Molly Flatt			Paul Feldwick
	Point of View: It's all in the timing			Feldwick Factor: digital effect on brand relationships

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The future of planning

Darwinian improvisation

A new agency model

History of planning

Emerging brand wisdom

The new audience

10 marketing trends

A brand new future

Mobilising consumers

Next for segmentation

Brand unrest

Best Practice

Adstats

Books that influenced me

MT Rainey's Classic Texts

Speed Read

Colin Grimshaw

Jon Steel

Mythbuster

Joe Mandese

Molly Flatt

Paul Feldwick