Navigating Creativity in Consultancy

Series Five

This episode of The New Abnormal features Gareth Kay, Partner at The Intangibles 'the transformation consultancy for the intangible world'. He's spent over two decades working in, and learning from, some of the best creative companies in the world. 

In that time, Gareth realized there is no ‘one way’ to shape and deliver valuable brands that create sustainable demand, but there are some principles that hold true: that problem-finding is at least as important as problem-solving; that being interesting is as important as being right; that great brands are built by their behavior not just their narrative; that the biggest risk facing many businesses is the false division between ‘brand’ and ‘product’; that a strategy is only as good as the work it delivers. 

(By the way, he makes a return to the podcast, having been one of my first guests when I set the series up, back in 2000 during the first weeks of the pandemic). 

Gareth has earned himself a stellar reputation in the marketing world, and in this interview he discusses leading-edge thinking about the business context of today and how to unlock value for the world's most ambitious equity firms and brands...