CAROLINE MANNING
LATEST ARTICLES
24 Sep 2026
Trust should be planned deliberately. The question for planners is not simply whether an environment is trusted, but what kind of trust or association the brand can benefit from.
20 Aug 2026
The best planners know that the same person needs different things at different times. They can read cultural moments and know what's appropriate, Caroline Manning writes.
23 Jul 2026
The FIFA World Cup reminded us of something we've almost forgotten: the most powerful marketing still reaches everyone at once.
18 Jun 2026
Are we, in our quest for standardised processes and automated solutions, sacrificing the very strategic, bespoke thinking that defines truly impactful media planning? asks Caroline Manning.
21 May 2026
The divide between B2B and B2C marketing is a persistent inefficiency. Acknowledging the emotional weight of B2B decisions and addressing it authentically makes brands more effective.
The attention illusion: Why media's obsession with 'attention metrics' risks missing the wider point
23 Apr 2026
Brand building, loyalty, and advocacy are built on emotional connections, not just fleeting visual contact. We risk becoming so fixated on the 'how long' that we forget the 'how deeply' and 'how effectively', writes Caroline Manning.
12 Mar 2026
When integration moves from a buzzword to a lived experience, it makes the work more exciting, more rewarding, and ultimately, more impactful. Caroline Manning shares the secrets of integrated success.
19 Feb 2026
In our pursuit of ever more granular data, have we truly improved consumer understanding, or merely swapped one set of acronyms for another?
08 Jan 2026
Caroline Manning shares the reflections and resolutions that will guide her planning in the year ahead.
18 Sep 2025
The industry needs people who can think holistically, move fluently between data and culture, and bring a point of view. In the final part of this mini series, find out what else the future planner needs.
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