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Ugh. Sorry. There are lots of different definitions of comms planning . First question is what does YOUR agency think the job is ? What are their expectations ? Most comms planners have a struggle with what the different expectations are for the role (it can be creative or media led , ROI or engagement focused , etc)
Ok. That makes sense . Here is my observations
1) it's often territorial if there are other agencies on the account due to overlap in planning functions
2) it can feel like a waste of time if you activation does there thing regardless of the comms plan
3) it can really bring all the work together and add value to pitches , selling work to clients , help them see the bigger picture
4) it can be bs if there is no real way of linking to kpis and measurement
5) it's hard to make the comms strategy dynamic if the comms plan needs to adapt to consumer response
@ SVP speaks truth
Yeah, I’m a little bit worried about becoming a catch-all. But so far the expectation is to lead cross-functional activation planning (ensuring tactics match to strategy/key messages/journey), and being beholden to the KPIs and anticipated ROI of a campaign. Sounds fine on paper, I’m just not sure if this is necessary or if it works IRL.