Author Archives: Richard Butler

Which is better, good pitch process or just good process?

Posted on October 30, 2011 by Richard Butler

ISBA and the IPA have just launched a new joint initiative. It’s a web site about how to run good pitches and you can find it at www.thegoodpitch.com As a guide to pitch good practice and responsible behaviour it is … Continue reading →

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Pitches aren’t good for business

Posted on September 13, 2011 by Richard Butler

I read an article in Campaign recently where one of the ‘pitch doctor’s was delighted to report that business was continuing to improve. In essence they were celebrating the fact that an increasing number of Clients were so dissatisfied with … Continue reading →

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THE IMPORTANCE OF KNOWING HOW TO KEEP SCORE

Posted on July 24, 2011 by Richard Butler

Rory Sutherland of IPA and Ogilvy fame writes a very good fortnightly piece in The Spectator. Recently he argued that our fascination with some sports is, in part, fuelled by they way their scoring system works. Take tennis for example, … Continue reading →

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ADVERTISING AGENCIES NEED TO GET ENGAGED NOT RELY ON RELATIONSHIPS

Posted on July 12, 2011 by Richard Butler

I went to a lecture the other day given by a very clever man called Grant Leboff. He’s written a new book called Sticky Marketing which amongst many fascinating insights, argues that a focus on the relationship between supplier and … Continue reading →

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HOW DO YOU DELIVER CONTINUOUS IMPROVEMENT?

Posted on July 5, 2011 by Richard Butler

It’s the challenge confronting most successful mature businesses. It’s also the challenge confronting many procurement professionals for whom the easier wins of the past have been replaced by the need to show continued sustainable progress in value delivery. The answer … Continue reading →

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TO DECOUPLE OR NOT?

Posted on April 26, 2011 by Richard Butler

Should I decouple is the question on many Client’s minds at the moment. Perhaps an illuminating way of considering the issue is to ask why any Client in 2011 would think of ‘coupling’ Full service was undoubtedly the answer in … Continue reading →

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