New Agency Role – White Paper

“One of the great communications tragedies is to watch an organization go through a careful planning exercise, step by step, complete with charts and graphs and then turn the strategy over to the ‘creatives’ for execution. They, in turn, apply their skills and the strategy disappears in a cloud of technique, never to be recognized again.”
—from Positioning: The Battle for your Mind by Jack Trout & Al Ries, 1981

An acquaintance of mine just put out a white paper on the role of agencies. I thought it made some great points:

  1. Organizations aren’t getting the strategic support they need.
  2. There is a weak link between strategy and execution.
  3. People want a new approach that links these two and increases effectiveness.

Since this is exactly the conversations that one of my clients (Silverlink) has been having in the healthcare space with PBMs, MCOs, and providers, I found this paper a good reinforcement of their value proposition.

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