Over the last 20 years I have made a good living providing advice – as a consultant. That does not mean however that consultants always add value. Very often they don’t. What is more, some things are better addressed in house by staff who are more closely engaged with the organisation. Consultants who offer tangible […]

Over the last 20 years I have made a good living providing advice – as a consultant. That does not mean however that consultants always add value. Very often they don’t. What is more, some things are better addressed in house by staff who are more closely engaged with the organisation. Consultants who offer tangible intellectual property can add a lot of value. Consultants who think laterally drawing in a depth of knowledge, having asked a lot of questions can add real value. Consultants who sell silver bullets however tend to add little value. There are NO silver bullets. Consultants who claim, for example, there is magic in CONTENT, in my view, add very little value. Consultants who suggest that there is intellectual property where there is none also add little value. Consultants who tell you that there is science in traditional media planning and buying are kidding you and…