Posts tagged communications
As I read the pipeline article on ‘learning to unlearn‘ it occurred to me how key this idea is when applied directly to the way we plan marketing and communications campaigns today. The last few years have seen the arrival of new channels, the prevalence of content as key to engagement and have put the consumer in charge of the way that businesses and brands communicate, but even with these dramatic changes in the marcomms landscape we have not seen an equal change in the way that marketers and brands approach their own strategy and planning. Rather than a reinvention of the way we approach More >
The question of building knowledge in this industry has arisen more frequently recently, mainly as a result of expanding markets in particular areas such as digital and interactive and also as a result of the economic downturn when many people are let go or changing positions and organisations must fight hard to transfer and retain the knowledge of their clients, brands and businesses. Knowledge management itself has been around for a while, particularly in the R&D departments of product and software development organisations. I personally worked with the HP inkjet team on a pilot KM project More >
The last few years have seen a great deal of discussion around the terminology that should follow that of an ‘advertising’ agency – there have been many terms bandied around ranging from brand to communications to idea to creative, but they all highlight one thing: The move of the business away from what has been tradtionally known as ‘advertising’. Rather than redefine what we mean by advertising, the business is attempting to reposition its offering.
To understand the issue, it is probably worthwhile defining exactly what we mean by advertising, and also how the original agency itself has More >