Consultancies and agencies face three challenges:
- Opaque practices leading to overcharging and poor performance
- Fixation on last-click metrics, leading to digital channels being treated like a direct response medium
- Massive data complexity leading to poor analysis and reporting
Work, process and outcomes should be clear, transparent and open to adaption and change. The focus should be on inventing creative that delights and delivers a lasting, positive impression of the brand. Data should be relevant and actionable.
We are a design studio and marketing consultancy, who help build brands people are glad exist. We do this by striving to always be always be tough & competent.
From this day forward, Flight Control will be known by two words: Tough and Competent. Tough means we are forever accountable for what we do or what we fail to do. We will never again compromise our responsibilities. Every time we walk into Mission Control we will know what we stand for. Competent means we will never take anything for granted. We will never be found short in our knowledge and in our skills.
Gene Kranz, 30 January 1967
Tough means will will own our failures, as well as successes, for we cannot, and will not always succeed.
Competent means we will strive to improve and rise with the occasion, when facing uncertainty and complexity.
You have or are part of a business. That business is differentiated in its brand by the positioning of the outcomes it produces. Those outcomes are the result of processes, and those processes are composed of units of work. You need to communicate something about your business to your audience, to ensure that in the future, when they need what you do, they come to you, not someone else.
Let's imagine you're something like the National Trust. You do work and have processes which are analagous to your competitors, but with subtly different outcomes. Strong, distinctive messaging can position those outcomes as being more relevant to the consumer than your competitors. Powerful, resonant creative builds brand affinity in the minds of audiences.
Therefore, what you require is creative that people care about, delivered to people who will respond to it. But what do you actually end up with?
Too often, this:
We accepted multiple viewability metrics, publishers reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional thought that digital is different and that we were getting ahead of the digital curve. We've come to our senses and realised there is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chain.
Marc Pritchard, P&G Chief Brand Officer
We certainly are going to be a little bit more disciplined as we think about how we want to spend our money. Again, we did not see the kind of returns that we had hoped for and, in fact, it basically took our spending away from some of the other longer-term equity-building activities.
Irene Rosenfeld, CEO Mondelēz International
This is the result of agencies and consultancies optimising around the Pareto's law; looking to do 20% of the work whilst delivering 80% of the value. Work that involves five agencies has, at the end, 33% of an initially excellent idea. It's not what you want or need, but it's too often what is delivered.
And why is this? Because this is the industry today:
Competition is fierce and as image in trade magazines, in particular, is crucial to many, account wins at any cost are paramount. ... These practices cannot last and will only result eventually in poor financial performance and further consolidation, the premium being on long-term profitable growth. Our industry may be in danger of losing the plot.
Sir Martin Sorrell, Former CEO WPP
And that's a shame.
How We Serve
We prioritise purpose; satisfying end-users; building creative to deliver messages brands can and will deliver on.
In a world where everyone tells you to move fast and break stuff, these are often seen as old-fashioned principles. Be that as it may, we believe they're even more relevant now than ever; delivering value today doesn't matter if it's at the cost of a sustainable business.
- Consultancy should mean strategic planning, lasting creative, consultative discussions and useful reporting
- Building brand affinity and loyalty matters to have a business that lasts more than selling today to boost the next quarterly report, and
- Consulting relationships should deliver long-term impact through the compound effect of marginal gains
We believe the best work comes from the following shared values & cultural norms:
- Mentoring and teaching
- Effective communication and listening
- Critical thinking in addressing challenges
- Inclusivity and diversity
- Empathy and supportiveness
- Simplicity and clarity in ideas
This Is What We Believe
We hope you do too. If you do, get in touch