Campaign: 'Who owns Brand Strategy?'

There is a bit of an interesting article in Campaign this week and it touches on my post about what are my favourite brands and why ??. My favourite bit is James Kydd the Brand Managing Director from Virgin discussing exactly my point on not just getting agencies to create it. But to know consumers and live it within the company itself. Its amusing to have someone from each area talk about their element and how important they are. At the end of the day we are all important. But we just need to see our thinking and work go into the fabric of the company. Not just the marketing people on the edges.

Russell Davies made a few points in a presentation the other day that in the not too distant future there will be a rogue force of media, planner and creative consultants that are brought in for projects. Then other agencies will execute it.