While developing work for both recent client projects as well as my D&AD masterclass, I realised one of the cardinal sins of the way many agencies and consultancies present strategy.
Most times, when an agency puts a model or a framework in front of a client, it as if it came from nowhere. It is almost never credited to the original inventors. Even agencies that would never share a creative work without crediting its origin (although orphan case studies and best practices are also common), often wouldn’t dignify strategy the same way. Continue reading