Marketing does not exist in a vacuum. Agency growth, operational efficiency, team structure, and process design determine whether great strategies actually get executed.
Whether you are building an agency, running an in-house team, or operating as a one-person department, the operational side of marketing is where leverage lives. Get the systems right and everything else compounds.
Publicis Groupe is one of four global advertising holding companies that collectively control the majority of the world’s major marketing budgets. Headquartered in Paris, it operates a network of agencies spanning creative, media, data, and technology services, structured around a model it calls the “Power of One.” Understanding how Publicis is organised, what it owns,…
Agency pitching is the process of presenting your agency’s capabilities, thinking, and proposed approach to a prospective client in a competitive selection process. Done well, it is one of the most effective ways to win significant new business. Done poorly, it is an expensive, demoralising exercise that burns your best people and produces nothing. Most…
A fractional CMO is a senior marketing leader who works with a business on a part-time or contract basis, typically two to four days a week, providing strategic direction without the cost or commitment of a full-time hire. The model has grown significantly as businesses look for experienced marketing leadership during periods of growth, transition,…
Marketing strategy for a consulting business is not the same as marketing strategy for a product company, a retailer, or even a traditional agency. The buyer is different, the sales cycle is longer, and the thing being sold is intangible. Most generic marketing advice ignores this entirely, which is why so many consultants end up…
B2B marketing transformation is the process of fundamentally changing how a marketing function operates, not just updating tactics or adopting new tools. It means shifting the structure, priorities, measurement, and commercial alignment of marketing so it drives pipeline and revenue rather than activity and awareness metrics that nobody in the boardroom cares about. Most transformation…
Media consulting firms advise organisations on how to plan, buy, and evaluate media investment. They sit outside the agency relationship, which means their job is to tell clients the truth about what their media is doing, rather than to sell more of it. That independence is the core proposition. Whether it holds up in practice…
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