Organisation structure: Loosen up and let go

Brands need to decentralize and learn to control less to react to the pace of change in marketing. An industry that has been demonstrating a real-time planning approach for years is publishing.

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...

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