this fluid world

This summer I joined forces with Jonathan MacDonald to set up an advertising and marketing consulting agency called this fluid world (fluid) .

fluid operates as a catalyst for organisational change and improvement, and as a trend advisor and future proofer assisting companies in their search for business and communications excellence fitting to the ‘21st century’.

We work with clients looking to forge ahead in the new economy by helping them navigate a confusing communications world, and achieve business and commercial success, today and tomorrow.

We founded fluid because we strongly feel that advertising, communications and business is no longer siloed but is converging. No solution today involves only one department, one discipline, one channel, one country, one job role, one type of customer or one key success factor.

This complexity requires today’s business solutions to be based on a global and diversified understanding of the business world (fed by a mixture of experiences).

However organisations and people are limited in their view of the world due to their specialised experience, and the corporate processes and culture within which they operate. This has a limiting effect on the thinking and on the products, services, solutions developed by the organisation in question, in addition to their comms and go to market strategies.

Successful solutions therefore require the contribution of outsiders and generalists, people who bring new/different influences and who challenge an organisation, throughout the thinking and development process.

This is where we come in! fluid achieves this by combining its founders’ contacts within the business and communications world, their multifunctional perspective, their broad set of generalist skills, and their experience across nations, industries, brands, channels and disciplines, with their enthusiasm, energy and passion!

Clients typically engage to:

1) Achieve clarity and understanding

Of the world they operate in, and the one they aspire to do business in

Of present business opportunities and potential new markets

2) Change and evolve

Develop realistic future scenarios

Identify a clear direction and vision

Facilitate decision-making and focus of resources

Build necessary people and or/organisational capabilities

Create partnerships

Inspire, motivate and energize teams

3) Develop new revenue streams