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It strikes us that agencies currently have a multitude of problems that could be solved by what management consultancies have traditionally called structured thinking.
We believe the biggest advantage of learning structured thinking is the creative solutions it leads to.
Picking apart a business problem using the scientific method, forming hypothesis that can be tested and helping teams of Planners and Creatives work together harmoniously on a brief, because they can both see logically how the thinking is structured.
Importantly the client can see the internal logic of the creative output in a pitch.
Category Archives: Referral Marketing
Column Thinking – is a lead qualifying tool. A way of thinking really, to determine whether you are likely to win a piece of new business or not. You’re attempting to imagine what the buyer is most likely doing behind … Continue reading
This is a response to an article I recently read in PR Week – see here My point is you’ll never understand selling unless you understand buying. How people buy (creative services) is where you should take the majority of … Continue reading
To Pitch or Not to Pitch published in The Drum – misses a key piece of evidence on whether an agency should pitch or not. Maybe your own evidence will confirm this. Of course what an agency is (should be) really deciding … Continue reading
Psychologists or Behavioural Economists as they now like to be called have used a logic task called the Wason Selection Task as a measure of people’s reasoning powers. It is one of those pesky little tests that ‘they’ use to prove we are not … Continue reading
I recently met up with an agency head. We’d met before, when he was looking for help with lead generation. Alas we didn’t win his business then. All water under the bridge. However, he did tell me what had happened … Continue reading
Do you know how physicists split an atom? No, me neither, That is why I have wisely used that analogy to talk about how agencies can find more clients. Of all the hundreds of agencies that I have worked with over the … Continue reading
So why do agencies use the same practices over and over to prospect for new business despite the evidence that says it doesn’t work? Well not very well at least. They employ far better strategies for their clients than they do … Continue reading
So there you have it, you can fold a piece of paper more than 7 times. Err brilliant. I am starting a new series of blog posts because there are some many annoying myths circulating our business these days or BS … Continue reading
New business programmes can be destabilising for agencies. Let me explain why and what can be done about it. Quite often new business programmes are put into action because a client has been lost, targets have not been hit and … Continue reading