Dear Sir,
In his article 'Turf wars in adland' (CB June 24 2002), Conor Dignam suggests that consultants are not credible on the emotional side of the branding business. Clearly, consultants and agencies all have different strengths. Surely the real issue is not the capabilities of each party, however, but how we can work together, combining creativity and analytical skills, and rational and emotional insights, to create the best solutions for clients.
By working together, rather than disputing turf, we can help our clients build compelling brands which create superior and long-term value for both customers and shareholders.
Tim Isaac, PA Consulting Group
