Research and strategy: a fall from grace

Bruce Hall

Bruce Hall tackles the problem of how agencies can retake their role as strategic partners with their clients, rather than being mere ad shops.

research and strategy: a fall from grace

How can agencies regain respect as strategic partners? Bruce Hall, Howard, Merrell & Partners, suggests they start by doing some research

Bruce HallHoward, Merrell & Partners

Finding the secret door back into the client's executive suite is a perennial topic of debate for ad agencies these days. As it should be, because occupying the strategic high ground is the key to being well loved and well paid. Agencies would like nothing more than to reenter the golden age when their advice and counsel, not just their creative product, was indispensable...

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