Open Tools
Making Open Planning work clearly requires Open Tools, beginning with the process template and an open brief. Communication optimisation also needs tools capable of working effectively across the entire mix of possibility. For example traditional media planning tools typically do not include all brand touch points, but are instead restricted to paid-for media.
This is changing. For example, brand groups such as Masterfoods and Unilever are investing in their own technology. ATG Mindshare has been upgrading its suite of media planning tools to provide enhanced flexibility and a broader media range. Ninah Consulting encourages a strategic and consensus-based approach to modelling communication investment. Integration researches the effectiveness of contact points based on consumer perception. And PointLogic has been developing intelligent analytics. All such solutions require collaboration between the brand and the agency, and their successes demonstrate the significant financial potential of such work, with improvements of 10% or more in media mix effectiveness being cited.
Beyond media planning, Open Results requires a single method of briefing and evaluating communication across all channels (all discipline and media mixes). For example, CODAR, a fractal and holistic tool considered during the research, has a powerful open standard for planning and evaluating any and all communication to any and all audiences and probably represents the direction of the future.
CODAR: A universal planning and evaluation tool uses five dimensions to plan all communication activity at all levels of the programme and across all media and disciplines: it is therefore a fractal and open tool - visit www.stepping-stones.org to learn more.
"In CODAR, the Centre for Integrated Marketing has contributed to the most innovative tool for planning integrated campaigns that I have yet seen."
Don Cowley, Managing Partner, Langham Works / Account Planning Group .
Open Planning therefore gets people working together around a mental and physical tool kit that tailors communication to what really works for the customer, and therefore the brand, instead of what works for the media industry, communication production process or simplistic evaluation. It is Hard Edged, delivers massive economic benefits, and promises more exciting creative work.
Service and Tool providers
For information about suppliers of tools and services relevant to Open Planning click here.