Wednesday, March 24, 2010

Consultancies are not inherently creative, so why not a creative consultancy?

A recent story in AdAge recounts a campaign failure at Anheuser-Busch and cites the positioning statement created by a management consulting firm. Click the links for I N F I N I T E W I S D O M 'S take on it - excerpts below:

Bud's Big Blunder: Letting Consultants Steer Brand - 'Drinkability' Campaign Flop at Anheuser-Busch Comes as Marketers Expand Influence of Outside Advisers on Ad Work

AdAge, Advertising, Anheuser-Busch, Bud Light, Budweiser,  Cambridge ConsultingConsultants "can be outstanding at what they do, which is linear thinking and process," said Peter Krivkovich, CEO of independent Cramer-Krasselt. "It's just important for clients to remember that human behavior is not linear."


  1. Consulting: If you're not part of the solution, there's money to be made in prolonging the problem.

  2. Yeah, but I create new problems! Isn't there a buck to be made there?

  3. Yes there is, but you may have to go into politics to make any serious money doing it.

  4. Ha! Do you think Democrats or Republicans profit more from this strategy?


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