How practice is changing at Wolff Olins
In this film, made in New York in September 2013, you’ll see four of the most experienced Wolff Olins people talking about how their practice has changed in the last 20 years.
They talk about three shifts:
• from a linear method, based on presentations to clients, to something more interactive, based on workshops
• from expressing a client’s strategy to driving its activities, a shift from ‘corporate identity’ to ‘brand’
• from designing communication items to connecting the dots in the client’s whole customer experience.
And at the end, they offer some radical thoughts on the future of brand consultancy. How far would you agree with their analysis?
