What characterizes a good consultant? A question that can be answered in many different ways. Sound knowledge and interest, social skills, a quick grasp of things and an eye for the bigger picture are certainly important. However, the most important thing is technical competence and methodology. Because these help the consultant to work with the customer to find the solution that best achieves the customer's goals. And because there is no one-size-fits-all solution for this, the consultant needs an independent view of things. That sounds logical, but it is often not the case.
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Constraints lead to consultants recommending the france rcs data channel that generates the most profit to their customers. (Image: Partner and Partner)
Complete independence is difficult. However, there are obvious dependencies, especially in the advertising and marketing industry, that consultants should definitely avoid. Because they make good consulting impossible and shift the focus away from the client's success. The four most common problems are:
What a bonus is to a banker, an award is to an advertiser. It almost seems as if all the awards and rankings are the lifeblood of the entire advertising industry. And that is precisely where the problem lies - apart from the incestuous juries that lack neutrality. As long as awards are not also the client's goal, there will always be a conflict of objectives between "winning an award" and "effectively achieving the client's goals". This conflict of objectives leads to inefficiency, frustration and additional costs. An agency that is interested in optimizing its creative ranking will at least partly pursue the intention of developing a campaign with the potential to win awards on every assignment. This undermines the agency's independence and prevents effective advice.