How to plan, manage and optimize your marketing priorities for the year ahead using our new marketing playbook resources
A marketing playbook is a comprehensive guide outlining how a business or brand will manage their marketing investment and activity over the course of a 12-18 month period. Often developed in medium to large organizations with a central marketing team, it provides guidance for media planning, consistency in activities across markets and a foundation to enable everyone to align around one shared vision for when teams go to market to activate.
Some of the advantages of a playbook include:
- To provide communications planning guidelines to drive consistency across markets and share best practice
- To take insights (e.g. web analytics, econometric modelling) and apply learning across markets, products and/ or services
- To save time for different teams with initial planning so that more energy and resource can go into implementation
Our playbooks are structured around the RACE planning framework: