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

This paper argues that research agencies and their clients need to take a new approach to their relationships to improve business outcomes, using the example of a client that went in a different an opposite direction to the research.

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,...

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