Articles & Opinion

Two complaints with common cause. The second is symptomatic of what the first is doing to your team. Efficiency pressures are nothing new. Now, there's an additional mandated AI efficiency discount that's impossible to dodge without looking positively technophobic. For the poor account managers working with rates and billable hours, it's yet another round of work harder, work faster, deliver the same for less. When these efficiency pressures are front of mind, whatever the cl

The argument for proprietary data is a strong one, but it implies something that’s big and exclusive and only obtainable to agencies with plenty of money and plenty of reach. A client relationship, properly developed, is its own source of unique data and insight that no competitor will have. Exclusive while at the same time totally democratic, because it's available to every agency that's got a client, and is no less valuable for it. What matters commercially isn't whether y

Value, and added value, are the kind of concepts that everyone in agencyland agrees really matter, but still end up in the graveyard of good ideas without something practical to hang them off and apply to specific clients. I've written about the three G's of Generic, Good and Great work before and come back to them again because they’re just the kind of practical hook that helps teams get to grips with what adding value really means in practice. Generic => delivering what was