Insights.

It’s Brand Experience – but not as we know it

It’s great that Brand Experience budgets are rising. But with ad agency tanks on your lawn, it’s time to raise your game and avoid the fate of previous ‘hot’ disciplines. Whether...

Don’t get distracted by Sorrell’s ‘No Creative’ trolling

Getting dragged into media-fuelled playground arguments about whose discipline is better is getting agencies nowhere. We just need to focus on solving clients’ problems. Did you see Jeff...

How to avoid a half-baked value proposition

Why a lack of perspective can hamper CEOs and Founders when they’re making the most business-critical decision of all. One year, when I was young, my Mum - a baker’s daughter - began baking me...

A CEO’s view on developing your agency proposition

Naturally, I’d argue that agencies are doomed - doomed, I tell you - if they try to refine their proposition without me. But sadly this isn’t true, as this interview with Friday CEO - and...

Don’t be seduced by chemistry – it shouldn’t win the pitch

In challenging times, having different views on the role of ‘chemistry’ means marketers and agencies are both missing what’s important. (This article first appeared in Marketing...

The false dilemma that flummoxes lead generation

If your pipeline’s empty and you’re not sure how best to find leads, your options might not be as black and white as you think. My eldest daughter recently saw a poster promising...

Don’t miss out as agencies finally toughen-up

Smart agencies are taking responsibility; rethinking their lemming-like, pitch-for-anything behaviour. Marketers must press the reset button too. (This article first appeared in Marketing...

When doing the ‘right’ things makes you a ‘busy fool’

If you’re trying your damnedest and still not winning enough, transforming your approach doesn’t have to take ages or cost the earth. When new-business isn’t quite cooking with gas,...

Agency not growing? Please, no more excuses

Two recent presentations made me realise just how far new-business standards have slipped, despite fresh thinking being within easy reach. The first deck was by a renowned intermediary and...

Solving the Agency Confidence Crisis

Adland is quite an angsty place right now, so with a prevailing theme of building confidence, the 2017 IPA Growth Conference will hopefully fill agencies' sails once again.  As a...

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