5. Planning and integration
Most campaigns now use multiple channels that need to integrated at the level of both strategy and execution.
The old advertising skills of delivering a simple and compelling message now need to be combined with new skills such as storytelling, creating talking points, identifying when people are receptive to influence.
New models of integration challenge our beliefs about the qualities and charactistics of a good campaign idea. Is a good idea simple? Probably yes. Does a good idea stimulate some form of action/interaction? Probably yes too.
Campaign planning is also about structuring the team, and managing and directing them. New types of campaign idea and effectiveness models require a radical overhaul of working practices in order to deliver them.
Nowadays separating the commissioning of media and messaging is increasingly difficult as more holistic campaign design is now needed.
