by Salman Farsi | Sep 10, 2026 | Insights
Most consultancies claim a “360° approach” somewhere on their website. Few explain what it actually involves, which is why the phrase has curdled into a byword for vague ambition. It deserves better, because the underlying idea is sound: strategy, media...
by Salman Farsi | Sep 10, 2026 | Insights
Ask most comms teams how a campaign performed and you will get a number within seconds: impressions, reach, an AVE figure, a follower count that went up. Ask what that number tells you about whether the organisation achieved anything it set out to achieve, and the...
by Salman Farsi | Sep 10, 2026 | Insights
Most disappointing agency work does not start with a bad agency. It starts with a bad brief. An agency can only be as precise as the information it is given, and a vague brief produces a vague proposal, which produces vague work, which then gets blamed on the agency...
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