Neil is one of Econsultancy’s most experienced and thought leading consultants. He is the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of emerging media technologies to help businesses innovate, become more agile, and optimise their effectiveness within the new, networked communications environment.
Neil is the author of ‘Building The Agile Business’ (Kogan Page, April 2017), and a regular keynote speaker on organisational agility, digital transformation and digital strategy. He has been named by BIMA (British Interactive Media Association) as one of the most influential people in the UK digital industry for two years in a row.
Neil curates the global quarterly series of Firestarters thought leadership events on behalf of Google and has worked with market-leading global businesses including The Financial Times, BBC, Warner Bros, the UK Government, Samsung and YouTube. He is also an associate of The Futures Agency, a collaboration of some of the world’s leading forward thinkers and futurists and is also the co-founder of the Fraggl Twitter curation app.
1. Introduction ‘Learning from Digital Disruptors’ defines best practice strategies, tactics and approaches from disruptive brands and businesses and distils key learnings that marketers can usefully apply in their day-to-day roles. The goal was to understand key thinking and innovative techniques and provide some practical guidance on their potential application in order to help marketers […]
1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
What does increasing digital maturity really mean for how organisations are structuring their digital marketing capability?
In both our 2013 report into Digital Marketing Resourcing, and now in our latest 2015 research, we have tracked the growing assimilation of digital into ‘business as usual’.
What does it mean to be a great leader in the digital age?
There can be little doubt that, with the challenges brought by the increasing impact of disruptive technologies, shifting competitive landscapes and consumer behaviours, organizational leadership is operating in a challenging, and rapidly evolving context.
Who was it who said that we tend to view what’s possible in the future through the lens of the past?
Are the demands of modern marketing creating a re-prioritisation in skills requirements?
Research conducted for Econsultancy’s new Skills of the Modern Marketer Report indicates that marketers are attributing more value than ever to so-called ‘softer skills’, alongside the more traditional vertical expertise that recruiters look for.
Achieving the right balance between building in-house capability and outsourcing is one of the defining questions of modern marketing.
Research conducted for Econsultancy’s new Best Practice Guide to Insourcing and Outsourcing indicates that this is an ever-shifting dynamic.
When combined with variations by sector and digital maturity, it means greater complexity for marketers and greater difficulty in establishing exactly what good looks like.
Companies’ content strategies are becoming ever more mature, according to research conducted for a new best practice guide.
Econsultancy’s new report into Digital Content Strategy highlights the growing importance of Content Strategy, not only as a capability within marketing organisations, but as an emerging discipline with its own associated specialist expertise.
So have we really reached the age of the Content Strategist?
Are marketing and digital having a greater influence on coroprate strategy and its execution?
There can be little doubt that digital leaders within organisations are increasingly finding themselves charged with driving organisational transformation, growth and the development of capability, and are spending more time than ever working with the main boards of their businesses.
So what are the main barriers to securing the backing of senior staff for digital investment and initiatives, and what are the best practices for ensuring not only one-off approval but ongoing support from the C-Suite?
The results of Econsultancy’s new research into Securing Board Buy-in reveal both some key challenges but also some smart strategies for success.
Just about every marketer in every company wants to be more agile and more innovative.
The accelerated rate of change in markets, technology development and associated consumer behaviours is challenging every business to reinvent how they originate, commercialise and scale ideas.
In reaction to the growing demand for insight into how organisations are responding to this challenge, Econsultancy has conducted research into how companies are deploying agile thinking, processes and techniques in the service of continuous innovation and the rapid development of new products and services.
The result, our new Digital Transformation: Agility and Innovation Best Practice Guide, sheds new light on what is perhaps nothing less than a watershed moment.
It looks at how companies are beginning to more broadly adopt agile principles beyond real-time marketing and agile development processes within technology teams, and starting to transform the fundamental way in which they work.
Research conducted for the new Econsultancy Best Practice Guide to Digital Marketing Organisation Structures and Resourcing reveals a new level of maturity in how companies are structuring their digital marketing capability.
Is this another indicator that we have reached the end of the digital beginning?
For the first time in Asia, the great and the good of the Malaysian and APAC digital marketing community gathered in Kuala Lumpur recently for the inaugral Future Of Digital Marketing (FODM) Malaysia conference.
The talks echoed a key theme articulated by MDeC chief executive officer Datuk Badlisham Ghazali, that “the next wave of economic growth will come from the knowledge-based economy, with digital technology as a key driver of progress”.
Here are just some of the highlights from an excellent conference.
Digital technologies are having a transformational impact on the communications environment but whilst much analysis has been conducted into implications for client-side marketers, a relative paucity of research exists into how agencies are adapting their processes, offerings and capabilities.
Econsultancy’s The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World report, conducted in partnership with Adobe, examines how agencies need to evolve across four key pillars of maturity: data, technology, skills and culture.
In new research conducted by Econsultancy, organisations identified a growing requirement for so-called ‘T-shaped’ people: staff who have a strong vertical digital skill, but are able to combine that with experience, understanding or empathy of other digital disciplines or traditional marketing practices.
Yet respondents to the research, conducted for the Digital Marketing: Organisational Structures and Resourcing Best Practice Guide, also noted that people with this type of experience are particularly hard to find.