Fuel for a holistic approach: a journey from brand insights through to the communications plan

Sheila Byfield and Nigel Anderson
MindShare 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:

  1. 'Engaging' with audiences (as opposed to simply reaching them as in the old communications model) have become the core objectives of all campaigns; and

  2. There is a requirement for 'joined up' solutions that will consider all the times and places where people can meet brands. These include both advertising and non-advertising channels, digital, retail, experiences, events, etc. Oh yes, and traditional media too.