To meet modern client demands, agencies must fully develop their own unique customer experience. Step one is to understand what’s working well and prioritise what needs to change. Modern...
Until you tell agencies how painful pitching really is, you’ll keep fuelling their insecurities - damaging effectiveness and making everyone’s life harder. (This article first appeared in...
As client needs continue to evolve, too many agencies are failing to adapt. To address their unfamiliar challenges, you need a more progressive approach to growth. Clearly clients are...
Standout happens fastest when you focus on your audience over your competition. Being defined by your peers limits your ambitions and results in ‘me too’ genericism. I went to a great...
If selling doesn’t come naturally, then traditional sales training won’t help - instead a different mindset and approach is needed. I recently advised a newly acquired innovation...
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...
Whether it’s you, your consultants or an account handler who does the selling, owning a sales target when it’s not your core competence can be risky. Of the various challenges my clients...
Marketers have long needed to do more for less but there’s a commercial and moral case for investing more in agencies and improving wellbeing in the industry. (This article first appeared in...
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...
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...