Impact with a twist… or the winded path from insight to action: A critical discourse between agency and client on how to make impact happen
Christoph Welter, Doerte Toellner and Helen King
Introduction
The story we are about to tell is one of failure. Picture yourself as a researcher in the following scenario: Bord Bia, the Irish Food Board, commissions your agency to carry out a huge multi-national project exploring concepts for "Brand Ireland", a massive international communications platform for Irish food and drink. Naturally, you proceed to the best of your knowledge and expertise. The omens, it would seem,...