Five years ago the world of agency communications turned upside down. Ogilvy introduced 360 degree thinking, Unilever formulated their ABC process, TBWA developed their Disruptive philosophy, and total communications planning was born. Now, total communications planning is being increasingly demanded by clients. The question is no longer where does the future lie, but how does an agency get there as quickly as possible?
This book sets out to define the structure of tomorrow’s agencies by interviewing the leading lights of the industry today. Jim Taylor, himself an experienced practitioner of Total Communications Planning, identifies common issues and themes to offer a set of likely scenarios for The Agencies of the Future.
Mục lục
Foreword.
Preface.
Acknowledgements.
List of Interviewee Quote References.
PART I: WANTING TO FLY.
1. The Space Race.
2. Of Straw and Sponges.
3. Gravity.
4. Reviewing The Fleet.
5. Life Below Decks.
PART II: LEARNING TO FLY.
6. A Slow Wind on the Water.
7. The Soul Meter.
PART III: CUTTING THROUGH THE EARTH’S ATMOSPHERE.
8. The Dark Days of Data.
9. Antarctica.
10. The Twin Achilles’ Heels.
PART IV: WEIGHTLESSNESS.
11. 2020 Vision.
12. Beyond 2020: The ROI Of Snow.
Last words.
Profiles of Interviewees.
References.
Index.
Giới thiệu về tác giả
Jim Taylor is one of the few true communication planners in the
world. having spent the last six years doing virtually nothing
else…originally, at a local level, in South Africa, where in 1998
he and Peter Vogel left Ogilvy to found Nota Bene, the Country’s
first media strategy agency…that has become a highly acclaimed
agency specialising in communications planning. And more recently,
in the UK, working for Mediaedge:cia:, Nota Bene’s parent, in an
international capacity.
He cut his communications planning teeth on Unilever in South
Africa – business that Nota Bene won in a JV with Initiative Media
– but has since gone on, in Europe, to develop communications
planning on clients such as Visa, Beiersdorf, and SABMiller.
Within the discipline, Jim is particularly passionate about
in-sore retail communication…an area that is under-researched and
complex, but one that is vital to get right, and in which to build
the brand and communicate the brand idea.
Jim lives in Guildford, UK, with his wife Ali and Kids Tom, Joe
& Amy.
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