Planning for effective outcomes #2: Starting out right

The second episode in a seven-part series on effectiveness. Hosted by Fergus O’Carroll, this episode is all about starting out right with Mark Ritson.

Where to listen


02:43 – What are common client-side mistakes made at early stages of planning? 07:58 – Unrealistic goals and objectives. 12:00 – How should budgets and objectives be set? 22:17 – Objectives versus outcomes, and examples of good objectives. 26:26 – Examples of bad objectives. 27:40 – How can you put a dollar figure on share growth? 32:33 – How do you define the word brand? 34:30 – Short-termism and ROI.35:45 – Long brand positioning and...

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