Why every agency is going to need an ‘ology’

Pre-lockdown there was already a strong case for companies to lead their strategy with digital and tech-driven activity, and the Covid-19 pandemic has only served to accelerate this. Green Square's Barry Dudley weighs in on how companies can plan for the long-term in light of this, by finding an 'ology' of their own. For those of my generation, you will remember the much-loved ads for BT back in the 1980s and 90s. I’m talking about the campaign that featured Maureen Lipman as Beattie, an archetypal grandmother using BT landlines (remember those?) to keep in touch with family and friends. Perhaps the most memorable of these was when Beattie phoned her grandson, enquiring after his exam results. The crestfallen lad explained that he’d failed:Grandma Beattie: “You didn’t pass anything?”Grandson Anthony: “Pottery”Grandma: Pottery! “Very useful.

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