Outside in: Using principles of external creative communications for internal insight deployment
Teresa Kalyan, John Robson and Jo LowndesNokia and Sparkler, UK
INTRODUCTION
In a 2011 world of silo-ed operational units, global and local matrices, PowerPoint exhaustion and overactive email accounts, getting your work to cut through is increasingly difficult to achieve. Yet effective dissemination of insight is increasingly vital to the very notion of what a brand is. This paper demonstrates how to ensure your insights, brand vision and best practices are heard and acted upon by applying principles, based on classic marcomms strategy.
Our ten principles of...