Real-time reaction: Google analysis
Craig MawdsleyAbbott Mead Vickers BBDO
In the fast-paced digital age, the role of planning is evolving rapidly from strategic to tactical, reactive campaign management. But real-time planning requires real-time ideas and greater teamwork, warns AMV BBDO's Craig Mawdsley.
Planning used to be so simple. We would define a message that addressed a business challenge, dramatise it in creative work, buy some media against it, and then after a few months it would disappear. If we were lucky, it would live in the memories of the people exposed to it, but in most other ways,...