Tim Williams
Opinion
30 August 2018
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In the marketing space, a consistent failure to define the problem creates consistently suboptimal marketing results. Overcoming this, Tim Williams says, requires a commitment to a much more proactive approach to investigating and articulating obstacles to business success.
Opinion
05 July 2018
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Agency professionals are largely having the wrong conversation, driven by the wrong language. Tim Williams says they should aim to use the value-oriented language of sellers.
Opinion
30 May 2018
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Brands and agencies must accept that innovation cannot be credibly preached inside their organisations without a better understanding and adoption of risk theory, says Tim Williams.
Opinion
01 May 2018
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Cost-cutting is mistakenly being used too much as a driver by today’s advertising and marketing professionals, says Tim Williams. It is valuable brands that increase profit and profit is the only metric that counts.
Opinion
04 April 2018
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Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void. Tim Williams offers five ways in which advertising agencies can transform their business models and move beyond being viewed as offering a commodity.
Opinion
07 March 2018
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The term ‘strategic’ is overused and often misused, says Tim Williams. Marketing professionals should think more carefully about using the word, as calling people ‘strategic’ can make everyone else with a non-strategy role feel unnecessarily undervalued.
Opinion
01 February 2018
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The implementation of the time-based billing model – borrowed from law firms by agency leaders like David Ogilvy in the 1980s – was actually a giant step backward for the ad industry. It’s high time, says Tim Williams, that agencies stopped tracking and selling the efforts required to produce deliverables and, instead, track and sell the deliverables themselves.
Opinion
04 January 2018
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If agencies can reframe what they offer in terms of providing solutions, not services, and recast the skills and talents within their business, then they will move up the value chain, argues Tim Williams .
Opinion
01 November 2017
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Brands would do well to take a leaf out of the Apple playbook and aim for a much simpler strategy, says Tim Williams, and offers a step-by-step guide on how to do just that.
