British isles headquartered advisory Elixirr has unveiled a new marketing campaign, satirising some of the most loathsome stereotypes of the consulting sector. Along with a new ‘Con-sultant’ small film, the organization has produced a checklist of ‘worst practices’, contacting on business associates to “up their game”.
Over the final two many years of crisis and renewal, the consulting sector has played an progressively popular position in community lifetime. Advisory firms have been at the heart of governing administration and industrial responses to worldwide troubles – from the world wide economical crisis, to digital disruption, to the pandemic – and that territory arrives with a fantastic deal of scrutiny.
As a result, a expanding range of cultural references have picked up on the figure of the expert. Frequently, that figure is deployed as a confidence trickster – quickly spinning opaque layers of jargon to convince organization entrepreneurs to hand them valuable contracts, when undertaking pretty small of discernible use.
It’s a person point to listen to that from Hollywood. It is fairly a further to listen to it from an genuine consulting organization.
Challenger consultancy Elixirr has prolonged crafted its marketing and advertising system on remaining prepared to have sincere discussions through its branding. It is a technique that observed it scoop the B2B marketing tactic prize at the 2018 Drum Advertising and marketing Awards. It also saw the company lampoon competitor Deloitte by way of an advertisement marketing campaign, when the Significant 4 giant seemed to choose ‘inspiration’ from Elixirr’s have branding.
Now, the company is aiming to stir up conversation yet again with its new ‘Con-sultant’ marketing campaign, sending up some archetypal consulting undesirable behavior, in a satirical way. In accordance to Elixirr CEO Stephen Newton, the campaign does not intention “to call out the business as a whole,” but alternatively really encourage self-reflection to boost on some of its much less-than-greatest-techniques.
“When selecting to launch Elixirr in 2009, I realized I was having a possibility – both of those individually and skillfully. But I experienced no question in the want for adjust in consulting, or my motivation to go away the sector in a superior position than I’d identified it,” Newton said.
The Con-sultant campaign’s major video provides a spouse from an undefined advisory agency, pitching to a place of executives. Talking in hefty organization jargon, he bluffs his way by a resolution he’s offered a different enterprise (forgetting to improve the brand on the copied paperwork), whilst creating assumptions about the client’s enterprise and passing off the do the job to ‘B’ and ‘C’ groups.
To that conclusion, Newton extra, “I hope what we have designed sets the bar for the upcoming of consulting. A person wherever mediocre isn’t acceptable. A single the place ‘B teams’ don’t exist. And one that actually allows established enterprises apart.”
With the ‘Challenger Consultancy’ looking to more its mission to “do matters differently from the commence, recognising to start with-hand the unfavourable tactics adopted marketplace-wide”, in the meantime, Elixirr also revealed a list of 10 behaviors consultants require to kick in foreseeable future. Along with the jargon, duplicate-pasting, surface-amount information and facts, and absence of listening from an ‘A team’ guide, the report also proposed much too often methodology trumped creativeness for established firms – between other challenges.
The short article ends with Elixirr re-iterating that its marketing campaign “isn’t about identify-calling or playing the blame sport.” Even so, if “it will make even just one client laugh” or “more than one particular guide up their match,” Elixirr thinks it will be on “the correct route to give this industry an overdue shake up.”