Space Race; An inside view of the future of communications planning

Chichester, West Sussex, England: John Wiley & Sons, Ltd, 2005. Second printing [stated]. Hardcover. Very good/Fair. xxviii, 293, [7] pages. Illustrations. List of Interviewee Quote References. Part I: Wanting to Fly. Part II: Learning to Fly. Part III: Cutting Through the Earth's Atmosphere: Part IV Weightlessness. Last Words. Profile of Interviewees. References. Index. Inscription, not from author, at bottom of fep. Scuff on rear board. DJ has sticker residue, wear, tears, soiling and chips. The discipline of total communications planning, in which agencies coordinate a client's communication across all marketing channels and disciplines, is forcing the media agencies to move into the future. This title deals with the future of communications planning. A few 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.