Why comms planning should be less relay, and more rugby

why comms planning should be more rugby and less relay

By Lawrence Dodds, Planning Manager

The numbers of specialists involved in each campaign is growing: a recent campaign delivered by UM pulled in 15 people from across the agency, ranging from comms and digital planning to AV, SEO, search, social, ad operations, OOH, programmatic and others. This makes for an awful lot of cooks.

Each team sits on its own data, and each generates insight that could form the basis of a campaign. Essentially, the tools we once used to implement a strategy have now come to inform the strategies themselves.

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