Covid-19 has ravaged most marketing agencies business plans. So, when the future is so uncertain, how *do* marketing agencies approach the planning process in a way that makes the future more certain? Take a leaf out of the military’s playbook and wargame, that’s how.
In this episode of Marketing Trek, Chris Paton from Quirk Solutions talks through how to use scenario planning and stress tests to model out different versions of the future. He explains – in detail – how different versions of the future can be gamed by teams to ensure everyone’s prepared for whatever comes down the line.
This podcast is a great listen for agency leaders, but we’d also advise account managers and directors to pay attention too. Everything Chris talks about can be packaged to add value to client relationships.
Dom has spent nearly thirty years as a marketer. He started his marketing career in creative communications agencies before starting a business which he built from the ground up, exiting in 2009. He then consulted to tech and service companies before putting Selbey Anderson on the launch pad. Today, he leads development of the group strategy, M&A and performance.