What does ‘strategy’ mean at your agency?
Donna McCort: It’s definitely not our favourite word because it’s so blurry – it means different things to people in different business and marketing areas. But in our world, strategy’s about brand positioning. It’s the process of finding out what your story is. It’s pretty incredible how many businesses can’t articulate what they stand for and what their difference is. And yet, it’s arguably the most important piece of the puzzle.
Annie Dow: And this is where the rubber hits the