Space Race. An Inside View of the Future of Communications Planning

  • ID: 2242452
  • Book
  • 322 Pages
  • John Wiley and Sons Ltd
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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.
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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.

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2020 Vision.

12. Beyond 2020: The ROI Of Snow.

Last words.

Profiles of Interviewees.

References.

Index.
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“...the only book published by a practitioner to address the issue of who will take the lead in the new communications planning world.." (Admap, February 2007)

"This volume is a great read and challenges our current planning ideas". (Brand Strategy, October 2008)
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