Artwork: 7 jewels doodle

A different view emphasises seven facets of campaigning which together encompass its uniqueness, but which are often neglected or misunderstood by campaign planners.

Standard project management tools play an important role in campaign planning, but they fail to deal with what sets campaigning apart from other activities that have a beginning, a middle and an end. There is a huge difference between achieving measurable efficiency in a campaign and achieving effectiveness - getting a result.

The seven jewels of campaigning which are the focus of A different view are:

  • Phasing
  • Targeting
  • Concept
  • Thresholds
  • Significance
  • Change
  • Narrative