Marketing Process Development - Integrated Communications Planning and Agile Planning

We are facing more fragmented media channels than ever before. At the same time, opportunities for more precise communication targeting are constantly opening up. In this context, a strong Integrated Communication Plan is more important than ever.

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Alex Tait

About the author: prior to launching Entropy Alex led the UK & Ireland Media & Marketing Services team at Unilever where he managed the Marketing Services team and was responsible for communications planning across their portfolio.


Our team of specialists have diverse and market leading experience across sectors and markets.

Integrated Communications Planning

Planning across a multitude of channels and audiences increases the risk of diluting the impact of your brand and media budgets.


We believe good Integrated Communication Planning ensures that, at lower cost, you have a whole that is greater than the sum of its parts.


A good ICP will leverage and deliver synergies in stark contrast to the fragmentation which often occurs through old-world communication planning. In addition to giving a top-down business and brand perspective, it will take into account the behavioural segmentation of your customers, allowing you to create plans that maximise the impact of relevant touchpoints along the consumer journey.


We will help your team define some simple principles and a process that works for your business and brand, consistently delivering greater impact.


Our expert team have experience developing and embedding similar processes with some of the world’s largest and most progressive brands, including Unilever, American Express and Google.



Agile Planning

The revolutionary impact of Agile is now spreading out from the IT department and is transforming the way entire organisations operate. Marketing teams have a huge opportunity to embrace this change and deliver better outcomes and increased value to their customers.

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Before you contact us hear from some of our clients. We can provide more references on request.

  • "The Entropy team are a pleasure to work with, their experience and insight is always valuable and they have a great passion for the work they do." Fiona Spooner, Global Marketing Director, Financial Times

  • "GDPR is a tough subject to understand but Entropy’s full day workshop was informative and made clear what was expected of us in order to be compliant. The scenarios really helped us to apply GDPR to our own situation and business. I would recommend Entropy to any company that’s looking to gain not only a broader understanding of GDPR, but its implications for their business.” Holly Hall, Managing Director, BIMA (British Interactive Media Association)

  • “Alex Tait has been very involved with ISBA on a variety of issues at the forefront of our agenda over the years, most recently as an advisor and previously as chair our Digital Action Group and valued member of our Executive Committee.” Phil Smith, Director General, ISBA – The Voice of British Advertisers

  • “Entropy have provided very effective and hands-on support. You have been a fantastic addition to the team in the past few months and brought invaluable media expertise. It has been a pleasure working with you. A big thanks from all of us.” Emmanuelle Grimbert, Marketing Director, Danone


Talk to us about how we can help you achieve your goals

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