Welcome
The Media Neutral Planning Best Practice group is a research group of some 20 senior marketing decision makers operating across B2B, FMCG, consumer durables and consumer services industries and belonging to both client and agency sides, including representatives from PR, advertising, direct, media planning and other sectors.
The group was initiated by the CIM in 2002 as part of its Canons of Knowledge and the findings have now been adopted by the CIM as part of its Insights Agenda: YOU TALKIN' TO ME. It was led by Professor Angus Jenkinson, Director of the Centre for Integrated Marketing at the University of Luton, and chaired by Kevin Bishop, Director of Marketing, IBM Business Consulting Services, Europe.
The research brief recognised the congestion, fragmentation and challenges in marketing communications. It also recognised the value of communications to brands and the widespread desire to optimise communication through integrated, 'media neutral' initiatives. The challenge was how.
The research proposes Open Planning as a comprehensive method and identifies key recommendations for both the CMO and agency heads to optimise marketing communications through new thinking, structures, tools, policies and processes.
"UK enterprise spends at least £40 billion per annum on marketing, and this expenditure is far from optimised. Our estimate is that the potential for improvement is in the range: £4 billion to £10 billion per annum."
How much could you improve?
Site Updates
This website is being updated regularly and is your primary point of contact with the innovative thinking and practice in marketing communications. Should you have any questions of comments about this site please contact us.
The site is created and managed by the Centre for Integrated Marketing, University of Luton, on behalf of the MNP Best Practice Group.