A best practice guide to developing communication campaigns. Industry bodies IPA, ISBA, MCCA and PRCA have published the first joint industry guide to determine what factors contribute to the formation of a good communication strategy and to clarify which areas require more understanding to aid this development.
Communication Strategy was written primarily by Guy Murphy, Worldwide Planning Director of JWT, who maintains that what is needed is a holistic approach to planning how a brand engages with its audience. The guide also includes interviews with thought leading practitioners and provides 10 top tips for an effective communication strategy.