Insights.

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...

Growth Lessons from Agency Mergers & Acquisitions

Given that agency M&As often fail to deliver, would remembering some basic principles make success more likely? Disciplines are certainly blurring, most obviously in the...

Bespoke New-Business – small changes, big difference

These slides accompanied Co:definery's recent workshop for The Network One - the world's leading independent agency network. The audience was a range of CEOs, founders and new-business...

Marketers must empower their agencies to fail

It’s all very well spouting West Coast mantras about ‘failing fast’, but agencies need encouragement to get things wrong. (This article first appeared in Marketing Week and was written...

The hidden cost of agency indecision

Despite struggling to stand-out, why do so few agencies realise that poor qualification is tantamount to having no strategy at all? From propositions and models, to marketing or pitch...

Finding your voice in a sea of sameness

Nothing kills new-business like a poor proposition. But if most agencies know this, then why do we surround clients with generic crap – especially as it’s so easy to fix? Are you really...

Why giving agencies hell reduces risk for clients

If brands are going to innovate and win back consumer trust, then marketers need to call their agencies to account. (This article first appeared in Marketing Week and was written for a...

Whose job is agency strategy anyway?

The growth strategy for many agencies is heavy on aspiration and light on substance. And people rarely call it out, so it’s often the blind leading the blind. But a little definition and ownership...

Keep it complex, stupid – how oversimplification harms New-Business

A great CEO makes the complex simple. But oversimplifying new-business often leaves agencies treating the symptom not the cause. Einstein said 'if you can't explain it simply, you don't...

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