Insights.

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...

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

Liberating your agency from outdated disciplines is the first step to being more client-centric and differentiated.  Twitter can be grim. Under any decent, kind or vulnerable tweet, you’ll...

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It’s not just agencies who hold outdated views on Procurement, so how would Marketers benefit from a refreshed perspective?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...

How to finally work ‘on’ not ‘in’ your agency

Many agency leaders are still involved with every client and every decision, even though it slows down growth. But getting beyond the firefighting might be easier than you think. All parents...

Has marketing lost its bottle?

From short-termism and risk aversion, to misguidedly exploiting an oversupplied agency market, are Marketers harming their chances of success?  (This article first appeared in Marketing...

Your revolution starts with Account Management

Many agency CEOs bemoan a lack commerciality in their Account Management teams, but the solution can also be the key to genuine transformation. It’s a fact of life that language matters....

Which road to reinvention?

Agencies are waking up to the need for fundamental change. That’s all very well in theory, but what should CEOs do in practice? From management consultants and in-housing, to...

Selling more by selling less

If your agency is kissing too many frogs and not winning enough new-business, then a different sales mindset and model can be transformational. For most agencies, lead generation is a serious...

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