Strategy

While the strategist’s primary role is to lay solid creative foundations on which creative ideas can build, it’s not the whole picture. Strategists must also know when to sell and when to step in, step back and step up.

Our Think/Frame/Make/Work process always starts with Think: Research. We ask questions to validate a brief, and then we ask questions to get to the answers. But what we do most is listen, and look for opportunities to learn more than we expected.

Good strategy with bad creative and bad strategy with good creative both lead to the same thing: a missed opportunity.

The sweet spot for deep engagement lies between education (knowing your stuff), and inspiration (thinking beyond it)

Changes in human behaviour are at least as important to the success of digital transformation as the change in technology. And you can’t expect anyone to change – or become champions for change – without effective and empathetic communication.

What do Sainsbury’s and Beyoncé have in common? Until recently, not very much. But, thanks to a stroke of reactive marketing genius, this unlikely association brought Sainsbury’s a surge of engagement on social media. What can marketers learn from it in order to capitalise on other brands’ publicity, turn a PR disaster into a PR triumph or score serious engagement from a single post? One thing is clear: when it comes to reactive marketing, fortune favours the fast.

There can be few more encouraging votes of confidence than an industry award. And when it comes to awards there are few better than a Cannes Lion.

For most people, IT security is a bit like flossing: you know you should do it regularly, but somehow you never get round to it. We all know we should have a different password for every app, service or site – and that we should change them every few months – but how many of us actually do?