Recommendations for change
The conclusion of the MNP best practice group is that Open Planning is most likely to be implemented when a committed and competent client drives it. Key recommendations are outlined in below.
As further detailed in Jenkinson, Bishop and Sain (2003, in press), the CMO is responsible, and successful implementation may require changing the team paradigm, updating budgets, contracts, structures, skills and processes, aiming for a fusion of creativity and scientific rigour; with an effective customer community-focused, not discipline-focused organisation and an integrated process involving all 'agencies' as a non-hierarchical collaborative, partnership team - including research and internal - backed by solid information and learning. An effective, integrated planning and evaluation process based on enhanced skills and a common process template should be led by a steering team with skills in the brand, customers, communication and media, social competence and project management.