Post-campaign management: Plan less, manage more

There is a new creative whose stories and messages are developed in response to the audience's reaction.

Post-campaign management: Plan less, manage more

Colin MitchellOgilvy & Mather

More creative effort is needed post-campaign as communications strategy in a real-time world shifts from planning to reaction, says Colin Mitchell of O&M New York.

Launching a new campaign has always been a cause for celebration. Sometimes there's a party. Strategies have been agreed on, ideas have been created, approvals have been obtained, space has been booked and materials have finally been released. Everyone sits back, breathes…and waits. Yet, today's campaigns are much less like watching a child leave for college than watching a child being born: the real...

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