Organisation structure: Loosen up and let go
Geoff Gray and Tom HimpeAnomaly London
Brands need to decentralise and learn to control less so they can react to the pace of change in marketing. The publishing world offers a new model.
Like many buzz words, real-time planning (RTP) has begun to mean different things to different people, from adjusting campaigns during their execution, reacting to market events and brand performance, or a wholesale change in how a brand communicates, there are multiple ways to interpret and to define this term. In approaching this subject, it is important to first take...