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Tuesday 21st 2019f May 2019

a media neutral information recource


Thought for the Day

"Failure is art of learning, and we have to enjoy that art." Written in 2011 by Abbas Pachmarhiwala --- India

The Centre for Integrated Marketing goes independent

As of June 3rd 2011, the Centre for Integrated Marketing became independent of the University of Bedfordshire. The Centre led the research project featured on this site. At the time of the research, we were a leading research centre of the University (then called Luton). Centre for Integrated Marketing

Revolutionary added value

"I think your work on the Open Planning is the most revolutionary value addition to the marketing industry in a long time" says Frank Maina, Head of Mobile, 3Mice


future events


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 Angus Jenkinson, then professor of integrated marketing and director of the Centre for Integrated Marketing at the University of Luton (now Bedfordshire). The process was chaired by Kevin Bishop, then Director of Marketing, IBM Business Consulting Services, Europe, and now Vice President, IBM WW Brand System and Workforce Enablement.

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.