Fuel for a holistic approach: a journey from brand insights through to the communications plan

Everyone involved in communications is challenged by today's environment where people are faced with burgeoning choice, content can be designed by the individual, advertising is increasingly easy to avoid and attention is fragmented.

Fuel for a holistic approach: a journey from brand insights through to the communications plan

Sheila Byfield and Nigel AndersonMindShare Worldwide, United Kingdom

INTRODUCTION

Everyone involved in the design and execution of communications is increasingly...

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