12 August 2020 • Research – and first-hand experience – shows brand strategy is the tool businesses cannot do without as they work through the ongoing challenges of COVID-19 explains Principals’ Tim Riches.
02 June 2020 • The gap between situational change and reality creates tension. Brands that respond to these tensions stand the best chance of successfully navigating COVID-19 and the oncoming recession.
20 May 2020 • Outfit's Tim Brown argues that while COVID-19 disruption has hit agencies badly, it is also a much-needed wakeup to transform both business and work, to survive and move forward into a very changed future.
30 August 2019 • Dentsu Aegis' Tim Cooper explores three key trends from the network's recent CMO survey.
30 August 2018 • In the marketing space, a consistent failure to define the problem creates consistently suboptimal marketing results. Overcoming this, Tim Williams says, requires a commitment to a much more proactive approach to investigating and articulating obstacles to business success.
04 April 2018 • Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void. Tim Williams offers five ways in which advertising agencies can transform their business models and move beyond being viewed as offering a commodity.
07 March 2018 • The term ‘strategic’ is overused and often misused, says Tim Williams. Marketing professionals should think more carefully about using the word, as calling people ‘strategic’ can make everyone else with a non-strategy role feel unnecessarily undervalued.
01 February 2018 • The implementation of the time-based billing model – borrowed from law firms by agency leaders like David Ogilvy in the 1980s – was actually a giant step backward for the ad industry. It’s high time, says Tim Williams, that agencies stopped tracking and selling the efforts required to produce deliverables and, instead, track and sell the deliverables themselves.
About Tim Cooper