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Kevin Chesters: In praise of procurement

Procurement departments always seem to get a hard time. They seem to have been getting a particularly hard time of late due to that BBH/Audi thing which has been a bit of a PR nightmare from day one. However, for the record, I don’t think that pitch was called out of...

Kevin Chesters: If brave is best, what are we all afraid of?

I think we all have always instinctively known that the best ideas are the brave, distinctive ones. Gorilla, Cog, ‘Dumb Ways to Die’, Skoda Cake, Nike's 'Nothing Beats a Londoner' – work that helps to define categories. New research that came out last week finally...

Kevin Chesters: The joy of knowing fuck all

“The only true wisdom is to know that you know nothing” - Socrates (not the footballer). Our natural human tendency, as evolutionary problem solvers, is to want to have all the answers. It is also tempting in a ‘service industry’ to want to be seen to have all the...

Strategy is valuable, so why don't we value it?

It came to my attention recently that two chief executives (who’ll remain nameless mainly because they didn’t tell me who) mentioned to The Drum that they thought strategy was the next agency function (after creative, media, data, etc) that would probably be moved...