Evaluating Cross-Channel Communications

Tony Regan

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 adopt it (attaching sufficient priority to breaking down internal silos, structures and processes to make it possible).

Meanwhile, clients' larger preoccupation has been the need to demonstrate the accountability of marketing activities.