I started qualitative research training very early in my career and I’ve moderated dozens of my own focus groups and hundreds of depth interviews since then. But the more experienced I’ve become as a strategist-who-researches, the more I’ve realised that there is qual…and then there is qual. Really, really good qualitative research, the kind that … Continue reading Working with Qual researchers – what I wish I’d known
When I’m training account handlers how to write better creative briefs, early on I cover how to start by getting a better client brief from the client. When I mention making the most of a site/factory/HQ visit I’m increasingly met with blank faces. For reasons of budget and efficiency a lot of client meetings are … Continue reading You can’t beat being there
I recently shared my experience on LinkedIn of being asked last year by an agency to upskill one of their Account Directors into a Strategist by simply ‘teaching them the frameworks’. No can do, obviously, as it displayed an astounding lack of understanding of what Strategists do and how and where they add value. But … Continue reading Are you speaking to a proper Strategist, or a Strateblagger?
Over the course of my career as I must have worked on dozens of pitches, for all shapes and sizes of agencies. Yes, pitching is an imperfect way of going about business, but for now we’re stuck with it, so here’s What I Wish I’d Known about them: Get started straight away.I know the pitch … Continue reading Pitches – what I wish I’d known
Anyone remember the good old days of agency retainers? When clients paid their agencies thousands each month to retain the relationship and cover both the day to day time on their business and longer-term strategy? Once Procurement got involved and around the same time client’s horizons shortened to the next trading quarter and their next … Continue reading Agencies should be client partners, not just suppliers
One way and another, I’ve freelanced for almost half my career, as both a mid-weight strategist and now at strategy director level. So if you’re thinking about jumping from agency or clientside into freelance in 2024, take some financial advice from someone who has been there and done that: You need to earn more than … Continue reading Thinking of freelancing? Think finances first.
Inspired by this post, I’ve been thinking about the very best account handlers I’ve worked with. Or the best client services directors, client partners or whatever their agency calls them. I’m thinking of the print expert who said yes because they knew exactly who to call to get a printers to open up over the … Continue reading Why the very best account directors have a touch of mary poppins
I've been delivering creative brief writing training to agency strategists and client service teams for most of my career. And, by far, the two most common problems I see with people’s creative briefs are sub-standard propositions (which is a whole other post) and excessive length. It’s called a creative brief, not a creative long. 2-3 … Continue reading The clue’s in the name – it’s a creative BRIEF
I’ve been facilitating brand workshops for at least 14 years and have done about 65 by now. Although I was lucky enough to receive professional training in facilitation when I started, the more practical and political side of things I’ve had to pick up as I went along. So, to save someone else the learning … Continue reading Facilitating Workshops – what I wish I’d known
In my mid-20’s, as a full-time agency Planner, I thought I had my career all figured out – next stops Senior Planner (check), Head of Planning (check), then onto the Board. That last jump never happened. It turns out that it’s quite hard to juggle working 50 hours a week with caring responsibilities and also … Continue reading My aim: to do good work for nice people
