Product Description

Five years ago the world of agency communications turned upside down. Ogilvy introduced 360 degree thinking, Unilever formulated their ABC process, TBWA developed their Disruptive philosophy, and total communications planning was born. Now, total communications planning is being increasingly demanded by clients. The question is no longer where does the future lie, but how does an agency get there as quickly as possible? This book sets out to define the structure of tomorrow′s agencies by interviewing the leading lights of the industry today. Jim Taylor, himself an experienced practitioner of Total Communications Planning, identifies common issues and themes to offer a set of likely scenarios for The Agencies of the Future.

Product Details

• Amazon Sales Rank: #289034 in Books
• Published on: 2005-09-23
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 322 pages

Review
“...the only book published by a practitioner to address the issue of who will take the lead in the new communications planning world.." (Admap, February 2007)

"This volume is a great read and challenges our current planning ideas". (Brand Strategy, October 2008)

Review
“...the only book published by a practitioner to address the issue of who will take the lead..." (Admap, February 2007)

From the Inside Flap
At its simplest, Space Race is about the race for a space. A race that′s on now, within the communications industry, to disproportionately own communications planning.

But at a more subtle level, Space Race is about a journey upwards. the book begins with our current state of inertia, naivety and hope; but then shows how technology will empower the discipline and get us off the ground. It takes us through a difficult period, where data drives planning and we ′cut through the atmosphere′. And it offers a glimpse of the future beyond. A future where, tied to ROL, ideas make a comeback and marketing embraces both communications planning and ideation, empowering itself in the process.

In the real space race of the 1960s, the smart application of ideas and technology put men and women into orbit and beyond. Over the coming years communications planning will propel the marketing communications industry through a similar paradigm shift. There will be difficulties along the way no doubt, but when the journey is complete the industry will have made its own giant leap, and in doing so produced something extraordinary.

"The most powerful marketing services agency of the future will be one that practices communications planning. If you have a stake in this story, and you′re the impatient sort not inclined to wait, then you would do well to read Jim Taylor′s terrific book." – KEN SACHARIN, AUTHOR OF ATTENTION!

"Jim Taylor is one of the most adventurous, alert and ambitious thinkers in the marketing industry. Which is why this book scares the boxer shorts off me. His analysis of where we are as an industry and where we could end up is spot on. Which means a lot of pain for the traditional agency model. I only hope people in ad agencies red this, learn from it, and make the predicted sunrise come along a lot quicker than Jim predicts.

If you don′t get an epiphany out of this book, at the very least you′ll feel enriched by a fresh and innovative look at the tough and exciting challenges facing marketing companies and their agencies.

Customer Reviews

An insiders guide
If you work in marketing, agencies or a media owner you should buy this book.

Jim Taylor has synthesized the thinking of the best client and agency brains to give a persuasive perspective of where marketing communications has come from and a clear indication of where's its going. Most intriguingly he has indicated who's most and least likely to profit from these dynamic changes.

A great book if you really want to understand what’s around the corner and equally good if you want a provocative sound bite for you next meeting.

Written without bias and with surprising candour from the contributors this book lifts the lid and shows things as they really are. As such it’s the definitive expert’s guide of the major changes we can expect over the next ten years.

The buzz for marketers.
If you are engaged in managing a business, especially if your discipline is marketing and absolutely if you recognise that integrated marketing isn't just about getting all your advertising to look the same, this book will varously shake you out of any level of complacency, provide food for thought, give you a few ideas or persuade you its time to take on that sub post office you always promised yourself.

I'm not sure its all quite like Jim says, but that's not the point. We're in the ideas business, all of us and ideas generation starts with debate. This is better than a good starting point and unlike a few others I have come across its readable.

Besides, if you are a marketer you should know what the buzz is.