The future of communications planning

Kate Sirkin, executive v-p and global research director at Starcom MediaVest Group, argues that the traditional way of developing communication campaigns (first develop creative ideas then find media to match) will not do in today’s market.

The Future Of Communications Planning

Kate Sirkin Starcom MediaVest Group (SMG)

An evolution is changing the way clients plan communications for their brands. Some marketers  continue to employ the traditional model, while some are embracing...