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What is comms planning
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Droga’s is similar to the above and is one of the more (if not most) established Comms departments in the industry (30ish people - been around for almost as long as the agency). A lot of why some of D5’s great creative work is able to be so successful is because comms is heavily integrated into the process. Media thinking and how people will engage with a certain channel, moment, idea, etc. is baked into the brief and idea itself. This ensures an idea is able to have to greatest possible impact it can (vs just running assets across a media plan).
While 72 has a comms department, it is very much in its infancy. It has maybe 2-3? people and is very much still figuring out how to integrate comms thinking into an existing process, establishing what comms looks like for 72, etc. There’s a lot of potential for comms at 72 but they’re not quite there yet.
Thanks again for that. Just did quite a bit of reading into it and saw the case. Pretty darn awesome and lovely example to share with people who want to see a good example of comms planning.
Great work by the team.
Bowl Leader
It might not be fair for me to answer since I’m a bit biased and I think R/GA’s is the best 🤷🏻♀️😉 kidding..
The role of Comms (or Connections as we call it) at R/GA is to quite literally being the “connector” of many things, most commonly creative and media. I think our team differs in that our role and team spans many different “comms” disciplines from traditional, culture comms planning to data-driven, systematic engagement comms planning. The depth and breath of what we do is varied but I think we’ve done a good job to productize and give a bit of system and process to what we do and how we do it. We prioritize impact and making over frameworks that will live and die in a slide. As a result I think other teams work with us better than at other places I’ve been. Hope that helps. Would love to hear from others.
If you have any specific questions about Droga’s or 72’s comms departments, feel free to DM me! ☺️ can speak to both D5 and 72NY
Feel free to DM
Bowl Leader
OP- i’d also add BBDO and Wieden