Structuring Marketing Communications Resources

Identifying the status quo..... and defining best practice

Revealing how 70 major blue-chip companies structure and resource their internal and external marcoms activities…and the relationships between company situation, resource strategy and success.

This report is the first of its kind providing empirical evidence and a rare insight into how seventy major advertisers, spending in excess of £3 billion on communications annually, currently structure their marketing communications expertise and activities both internally and externally. 

“Any Marketing Director of an organisation with a significant expenditure on marketing communications should read this report from cover to cover, absorb the content and use it to help design marketing communications resource structure fit for the future.” ISBA

The 160 page report in 18 chapters is printed in full colour and includes over 250 colour graphs and charts.   The report identifies the essential constructs of both internal and external marcoms structures and the key issues and outcomes (e.g. silo activity, client time, access to specialists, and generalists) that most concern clients. The first half of the report deals with understanding the situation.  

The second part identifies trends emerging in the last 5 years.  The third part offers exciting chapters exploring the interrelationships between situations, strategy and success - in other words the actions associated with greater efficiency and effectiveness in marcomms.       

Understanding the status quo


Exploring interrelationships between situation, strategy & success

         ISBN  978-0-9552447-7-3  Price £750.00