Gabbi Cahane's Blog
A Lack of Credentials.
I have consulted for a number of PR consultancies both large and small over the years and am still amazed at the lack of differentiation, imagination, clarity and style that is displayed in their credentials material. The ubiquitous shadow of PowerPoint threatens to dull the senses and slow the pulse of every potential client out there.
Bearing in mind the large gains to be made and the small window of opportunity an agency has to make a connection, very few reflect the needs; thoughts or aspirations of the prospective client or convey in an engaging way the values, personality and expertise of the agency. More...
Winning without pitching
Every time we pitch, win or lose, there is a cost to the agency. They can be hard costs such as producing beautiful pitch material; staff time, often running into tens of thousands of pounds; resources being spread too thinly on existing client projects; the cost to morale; and fundamentally the way the agency is valued by the prospect.
By giving away time, and more importantly expertise without any payment, the agency clearly shows the lack of value it places on its own services. More...
Marketing the marketeers
Once the so-called 'era of spin' had been defined, it brought about a credibility nosedive for the companies that created it. Since then they have been struggling to create a sense of professionalism, while retaining the feeling of creativity and flair that is central to the industry.
Identifying where a PR agency is placed in the market is a real challenge for an industry that is often misunderstood, rarely promoted outside its own clique and usually mistaken for a variety of other marketing services. More...
Gabbi Cahane
Managing Director at Ammunition
Joined industry in 1993
Based in London
Member since 18 Sep 2007
Last login 11 months ago
Gabbi is MD of Ammunition, a brand communications company with particular expertise in branding and positioning PR and Communications agencies. His work has included naming, brand positioning, visual identity, new business development and design projects for consultancies such as; Hill and Knowlton, Weber Shandwick, GCI, Cohn & Wolfe, Ogilvy PR Worldwide, Galliard Healthcare Communications, Joe Public Relations, August One Communications, Axon Communications, Paratus Communications, Aegis Group plc, Just::Health PR, Text 100, Chandler Chicco Agency, Ogilvy 4D, Firefly Communications, Hanover Communications and Brunswick. Ammunition also consults for brands outside the communications industry such as Ladbrokes plc, Speedy Hire plc, Penguin Books, HarperCollins, DHL, Alfred McAlpine plc, AstraZeneca, Umbro, Hiscox plc, Network Rail, BBC Children in Need, ICSTIS, Sony, Tetley and More Than.Gabbi’s experience across all methods of communication, from advertising to public relations, marketing to design means that every medium and idea is treated as an opportunity to be exploited. This ensures that solutions work, not just in a meeting room, but at the point of contact with the audience. Communications for the real world, not the ideal world.
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on Don't Pitch - Educate! - Glad there is some common ground Stev...
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