Papers & Cases
A number of cases are in preparation as well as papers defining Open Planning in more detail. Watch this space or register to be updated on additions to this section.
Notes on MNP from the working documents folder
All of these notes derive from the Media Neutral Planning Report from the Chartered Institute of Marketing, Critical Marketing Knowledge, 2002. (68.42 KB PDF)
Notes on Integration’s MCA model
Integration as a research company who developed a channel neutral approach to researching the potential contribution of media and channels to the marketing mix. It is both a good tool in its own right and an illustration of an important media neutral planning principle. The methodology would have evolved since this document which was originally published in another Centre for Integrated Marketing site (59.66 KB PDF)
Launch of Open Planning
Speakers are Professors Angus Jenkinson and Kevin Bishop as well as Andrew Davies of Cricket. The presentation reflects the findings of the Open Planning MNP Best Practice Group and was given at a CIM Conference at IBM 13.1.04. The assistance of Dr Branko Sain, Alan Wilson and other members of the group in developing the presentation is appreciated (6 MB PDF)
IBM, A new model for IMC
IBM UK developed a new customer focus structure for its IMC department responsible for all marketing communications. The new organisation is based more on customers than disciplines. The result was better communication, better learning and better results (216.47 KB PDF)
Advances in Communications Optimisation for CRM and IMC
Outlines findings from substantial research with a significant cross-section of senior marketers supported by case studies and literature review that suggests major new developments in marketing communications theory, effectively merging and optimising IMC and CRM. It suggests new potential and a new relationship between the marcoms disciplines, media and communications objectives, while outlining elements of a new integrated communications theory. Suggests that future communications planning and evaluation should be based on a common currency standard or framework that applies to any and all communications activity, illustrated by the CODAR tool, and reports consequent recommendations for senior management action (228.53 KB PDF)
Optimising Communications for Charity Brand Management
Paper by Angus Jenkinson, Branko Sain and Kevin Bishop advises on how to enhance communications planning significantly through new integration and media neutral planning techniques (“open planning”) linked to Integrated Marketing practice. Based on best practice research in charity and commercial sectors, including NSPCC and National Trust. Paper published in Journal of Voluntary Sector. (164.51 KB PDF)
AOL - redefining marcoms
Recognises AOL’s massive investment in mail media communication as a challenge to the traditional marcoms disciplines and therefore introduces a smarter framework. (259.64 KB PDF)
Media Neutral Planning
The abstract notion of solution neutrality (from which MNP derives) is a basic principle of scientific endeavour, theoretical problem-solving or critical decisionmaking. Here, the process that produces the solution is not biased, prejudiced or predisposed towards any particular outcome. And yet in the marketing world the opposite happens disturbing frequency. Practitioners follow the same formulas year in year out; agencies recommend their favourite solution; metrics and terminology assume that this season’s mix will be more-or-less the same as last season’s; budgets are assigned to channels before creative is even considered. copy link below: http://www.grannellmarketing.com/ozmkt-mnp.rtf (43 KB PDF)
Open Planning White Paper
Illustrates the problem of current marketing communications and the business case for Open Planning, outlines the Open Planning framework and offers a top-line discussion on its implications, including a set of recommendations for both agency and client sides.
"Research estimates by the Centre for Integrated Marketing indicate that the potential payoff for the UK marketing communications industry is in the region £4 billion to £10 billion."
(338.9 KB PDF)Lush, the scent of success
The sensory experience of a Lush store, including its wonderful perfumes, allied to prime site locations, makes this the major advertising channel for the brand (132.1 KB PDF)
The disintegration temptation
This case from the automobile industry demonstrates how poor relations between the client and agency exascerbated by the "above-the-line" arm dominating the direct arm of the agency, leading to significant reduction in performance (95.55 KB PDF)
How Boots used media neutrality to enhance results
Mail proved to be more cost-effective than TV in creating brand awareness for a new brand extension, while at the same time generating enhanced attitudes and business sales. (186.22 KB PDF)
Procter & Gamble Change of Media Thinking
The world's biggest advertiser, Procter & Gamble, gets a lot of attention when it changes the way it deals with the media. (82.84 KB PDF)
Advances in Communications Optimisation for CRM and IMC
The objective of the paper is to propose new marketing communications theory, drawing from research with senior marketing decision makers. The structure of the paper offers a critical discussion of the need for new thinking about marketing communications based on evidence that emerges from both academic literature and practitioner practice. It offers an overview of the methodological approaches and tools used. Finally, it analyses the findings and offers significant new propositions for marketing communications. (427.34 KB PDF)
The realities of integrated communications, Financial Services Forum
Human relationships including business ones, are founded on communication, through which people establish commonality of meaning and understanding. Marketing communications as a professional discipline reflects this reality, but Angus Jenkinson argues that current practice falls short of the ideal. (368.3 KB PDF)
When brands become media
How WRC products offer valuable space for effective communications to other brands. (100.28 KB PDF)