Andrew Holt, the former VCCP CEO and Clemenger BBDO MD has launched a marketing consultancy aiming to provide strategic advice to help businesses realize their brand potential.
“Brand is the most powerful commercial tool available to any business and yet many are failing to leverage the full potential of it,” Holt said.
“Too often, brand is seen as a cost rather than a fundamental driver of business growth and as marketing continues to get more complex and marketers are pulled in many directions, it is all too easy for the short-term agenda or the novelty of the new to distract from building the brand in a 360-degree holistic way.”
As part of the new consultancy, Holt developed a Whole Brand Scorecard and Whole Thinking Process to focus a strategic spotlight on business and brand challenges across four distinct perspectives.
“The Whole Picture has been designed to assist marketers take a step back and see the whole brand ecosystem to ultimately unlock greater value for customers, stakeholders and the wider community,” said Holt.
The Whole Picture is currently working with Adelaide-headquartered BusTech Group which is pioneering Australia’s transition to zero-emission mass transit and Brabham Automotive, manufacturer of Australia’s first supercar.
“Working with The Whole Picture helped us unlock value by consolidating our bus brand portfolio and pivoting the business to become an enabler of next generation connected transit solutions – creating growth by providing sustainable environmental and economic change for all Australians,” said Christian Reynolds, executive chairman of the BusTech Group.
Holt returned to Australia in 2015 from New Zealand and was appointed MD of Clemenger BBDO Sydney.
“The world’s most valuable brands are whole bands and closer to home it’s exciting to see those such as NRMA, Aldi and Xero embracing whole brand thinking, but there are too many Australian businesses, large and small, that are leaving value on the table by not seeing the whole picture,” added Holt.
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