Learn · every claim sourced
Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.
Learn
What marketing operations does (roles, process, technology and data), how brand governance works in practice (guidelines, asset management, approvals), a RACI and stage gates for integrated campaigns, legal and compliance review, a governance checklist, and how to stop process becoming the product.
How to choose and manage agencies: whether to pitch at all, what a pitch costs, the industry's pitch principles (the Good Pitch, the Pitch Positive Pledge, the ANA and 4As), remuneration models and what the ANA found about them, scopes of work, lead-agency, roster and in-house choices, and two-way performance reviews.
Why the brief decides the quality of the work, what the BetterBriefs research and the industry's best-practice guides found, what a client brief contains and how it differs from the creative brief, how to run the briefing, the brief back and the debrief, and the failures to avoid.