Insights.

Positioning is dead – it’s time to make yourself scarce

Given the rocky road ahead, finding growth won’t be easy, so differentiation will be more critical than ever. Step one is to liberate your agency from outdated disciplines. Clearly the...

Time to embrace agency transformation

The pandemic has accelerated the need for fundamental change - this is achieved through nuanced adaptation not wholesale reinvention. Having made tough decisions, supported your team and...

Get beyond the rhetoric of client/agency ‘partnerships’

Lockdown offers agencies a unique opportunity – not just to define what genuine partnership looks like, but also how to achieve it. (This article first appeared in Campaign) The subject...

Accelerating out of the crisis

Being ready to thrive once the pandemic passes requires decisive action now. But as well as taking the right decisions, how can you make sure that change sticks? With forethought,...

Design your roadmap for reinvention

To adapt for growth as COVID-19 passes, agencies must develop their own unique customer experience. Step one is to prioritise what needs to change. Even before the pandemic, the traditional...

Should you be doing New-Business right now?

If there’s a single secret to winning new-business, it’s empathy. And now’s the perfect time to be more client-centric and do the right thing. Without downplaying the severity of the...

Going ‘niche’ is a duff steer

Becoming more focused is transformational for your agency, but narrow application of words like ‘niche’ and ‘specialise’ can cause all sorts of trouble. The Bee Gees sang ‘It's only...

Why ‘nearly’ is nowhere when it comes to your proposition

Take care when you’re close to unveiling your new proposition. At best, the last yards are the hardest. And at worse, misplaced urgency will blind you to any flaws.  About 30 years ago, I...

The Power and Pitfalls of Agency Purpose

I love Lucky Generals’ Andy Nairn. He talks a lot of sense. So if you didn’t see his Campaign piece on The Power and Pitfalls of Purpose, then do check it out.  Or rather, don’t -...

It’s time for marketers to show procurement some love

It’s not just agencies who hold outdated views on Procurement, so how would Marketers benefit from a refreshed perspective?  (This article first appeared in Marketing Week and was written...

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