The PRCA and What Next? have devised a programme called ‘Fast Forward’ that will focus on brand-building to achieve these goals.
‘Consultancies that have strong brands are almost always more successful than those that have not invested in brand development,’ said What Next? consultant Peter Finch. ‘Even the smallest firm can accelerate its growth if it has a clear and practical brand strategy.’
PRCA chairman Richard Houghton said half of the responsibility of an agency body is to ‘make its members better businesses’.
PRCA members that use the Fast Forward services will be entitled to a discount at a ‘business surgery’, and a free consultation on ‘smart hiring’. Companies buying more than four days’ worth of consultancy services will be entitled to ten per cent off the day rate.
The services will be offered through workshops and training programmes run by consultants including former Nexus and Ketchum chief Jim Horsley, and former Hill & Knowlton deputy CEO Karen Moyse.