Space Race: An Inside View of the Future of Communications Planning [Hardcover]

Jim Taylor (Author)

Book Description

Publication Date: November 21, 2005

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.

Editorial Reviews

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)

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.

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Product Details

• Hardcover: 322 pages
• Publisher: Wiley; 1 edition (November 21, 2005)
• Language: English
• ISBN-10: 0470094516
• ISBN-13: 978-0470094518
• Product Dimensions: 9.3 x 6.4 x 0.9 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,036,308 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Great survey of the future of contextual media and planning, October 6, 2009

By 

R. Mclean "rosco" (Chicago, IL) - See all my reviews
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This review is from: Space Race: An Inside View of the Future of Communications Planning (Hardcover)

This is a great read for people in the marketing and advertising industry who are thinking through what the future of how we will communicate with consumers, what types of organizations will thrive or wilt and how our industry will change.