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Tuesday 21st 2019f May 2019



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

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.