THE HOLY GRAIL
A holistic communication strategy is something of a Holy Grail in marketing. It promises greater effectiveness of communication at a time
when budgets have never been tighter. It also promises more objectivity in media choice when the media landscape has never been more complicated.
But devising great, or even good, communication strategy is not easy. Over 80% of both clients and agencies agree that more learning is required to allow people to get better at it.
There are new skills to understand, new processes to consider, but also some new mindsets to adopt. Here are some quotes from our research amongst clients and agencies that characterise some of the difficulties.