A topline debrief on quantative research conducted by the IPA Strategy Group into the UK's strategy community

1. Issues in the communications industry: A Strategist’s perspective Hall & Partners Europe  Brand and Communications Research Prepared by Hall and Partners for IPA February, 2008

2. Methodology sample size methodology sample characteristics interview dates Hall & Partners Europe Brand and Communications Research N=166 respondents in the UK 20 minute online survey conducted via personalised survey invite sent to individual email accounts Strategists working in the communications industry for an IPA member agency 6 th November – 17 th December 2007

4. Who are their heroes? Hall & Partners Europe Brand and Communications Research There were a whole variety of ‘hero’ brands – from the cutting edge, to new young things, to old school classics The Guardian was far and away their favourite paper BBC.co.uk was their favourite website – covering all their news, entertainment, leisure needs

10. Some of the best bits… “ The most enjoyable bits are collaborating with creative agencies and people from other teams here to solve a problem” “ Having such an open canvas for developing ideas that meet a clients strategy. One day digital, next is data, next is direct, next is SP...” “ I get to create and celebrate great ideas, whilst working along side great minds, in an ever-evolving industry” What do they love? "Simply seeing the value of my strategic insight and planning being put into action by clients and the tangible results they receive from this; and the associated kudos for me and the agency as a whole. It's even better when the client is prepared to acknowledge the credit to the agency for our input” “ And the ultimate output - the pride in knowing that you contributed to good work" “ Presenting a strategy to a client and getting feedback that it's awesome. Then watching your strategy be implemented and returning great results. Then getting a pat on the back from a client / boss. ”

11. Some of the best bits… “ Also, promoting the value of insight and strategic 'big picture' thinking amongst my agency colleagues and seeing them learn and use the same tools and processes that I do, again for client benefit, and agency profit and reputation.“ “ Collaborative working within the agency and with other associated agencies on a client problem” “ Strategy allows me the intellectual freedom to be a bit of 'butterfly' when it comes to developing solutions - recommended route can come from many different marketing disciplines” What do they love? “ Developing new ways of doing things/ thinking about different solutions be they research or creative media” "The people, the people, the people” “ Certain amount of freedom to pursue interesting things. Ability to take a step back and question. As a strategist you get to have conversations with more senior people” “ I t also allows contact with many different client industries - many of which can feed learning off each other ”

15. The key ingredients… “ Seeing patterns that others cannot see and formulating a strategy around these patterns“ “ Yet at the same time being allowed to consider widely the range of solutions” “ Having an open mind and a holistic view of the world - taking information from a wide range of sources.” What’s the key to a successful working relationship? “ Having open-minded clients in the first place” "Being able to communicate my findings persuasively - particularly if the subject matter is complicated and needs simplifying” “ Teamwork and bravery” “ Being given the time to turn around briefs without day to day tasks getting in the way, a team structure in place that can deliver that and a client that understands priorities” “ Being given a tight brief from the client on overall business metrics and objectives ”

16. And when things don’t work so well… “ Lack of time, information, inspiration” “ Too many cooks! Competition between agencies slows things down, as does the inefficiency of managing so many relationships. Each agency takes their part of the brief and answers it too independently of the other parts of the strategy. We're as guilty of this as anyone else.” What’s the key to a successful working relationship? “ Clients who don't really believe in their own business or their ability to affect it. Lack of time to really think. Lack of a shared vision.” "Not being given the full picture, second guessing whilst clients keep things close to their chests, having to 'pin the tail on the donkey', stupid timescales, short cuts (e.g. skipping the research stage) ” “ Clients who know best, clients who sit on the fence, clients that won't participate in the thinking process, clients that hand you the baton too far down the line (e.g. after the research has happened), clients who are ignorant or who have unrealistic expectations of the agency process, clients who won't pay a retainer” “ Time and working on too many other things - I then can't concentrate and basic things are missed” “ When you have to spend more time convincing clients you need to do work, then forever justifying what you've done, rather than just simply doing things and making them more effective. ”

23. Hall & Partners Europe  Brand and Communications Research 82 Charing Cross Road London WC2H 0BH UK 44.20.7173.4600