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Maddy Wood

Strategic Consultancies Invade Marketing Agency Space - Forbes - 0 views

www.forbes.com/...-invade-marketing-agency-space

strategic consultancy

shared by Maddy Wood on 09 Jul 13 - No Cached
  • Strategic Consultancies Invade Marketing Agency Space
  • Maddy Wood on 09 Jul 13
     
    The traditional lines of demarcation between advertising agencies, public relations firms and now strategic consultancies have been blurring for some time.  In many ways, these developments follow the ongoing transformation of the CMO role from one of the grand orchestrator of the organizations' communications efforts to a more fundamental role as a strategic driver of growth and enterprise value. Many of the traditional agency and PR services have not fully  made the adjustments necessary to play in this new strategic arena.
Antony Mayfield

Marketing: Less guff, more puff | The Economist - 0 views

www.economist.com/...ger-voodoo-less-guff-more-puff

earned_media CMO marketing the_economist to_blog

shared by Antony Mayfield on 21 May 13 - No Cached
  • But to stride in jauntily they will have to change the way they work. Gartner, a consultancy, has predicted that by 2017 they will spend more on technology than their companies’ chief information officers. Already 70% of big American firms employ a “chief marketing technologist”, says Gartner. With the shift in emphasis from set-piece campaigns to rapid responses, CMOs need more people working directly for them. This is putting into reverse a 20-year trend of favouring “working spend” (what consumers see) over “non-working spend” (overheads), says Dominic Field of the Boston Consulting Group.
  • Still, a gap yawns between what CMOs could do and what they actually do. The left-brained bent that the job now demands “is not part of where their experience has been”, says McKinsey’s Mr Edelman. But CMOs are learning. Mindshare installed an “adaptive lab” in its London headquarters to educate them. DigitasLBi teaches its clients that not every utterance about a brand needs to be vetted by lawyers.
Jason Ryan

Branding. Our Thinking. - Endless - 0 views

endless.org.uk/branding

brand strategy earned media digital

shared by Jason Ryan on 08 May 13 - No Cached
  • Jason Ryan on 08 May 13
     
    Endless guide to brand building
Jason Ryan

Why the Lean Start-Up Changes Everything - Harvard Business Review - 0 views

hbr.org/...1

twitterfave startup lean Entrepreneurship hbr strategy

shared by Jason Ryan on 01 May 13 - No Cached
  • Jason Ryan on 01 May 13
     
    Lean start-ups don't begin with a business plan; they begin with the search for a business model: http://t.co/lITChVGTXC @sgblank
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