Decade+ in and realizing I would rather be either in pure play brand consulting (like an Interbrand) or in consumer/culture advisory (deeper thought leadership, trends, consulting, like a Gartner or a WGSN ish) than stay in ad agencies working on campaign development. Has anyone made a pivot like this successfully? I feel like I am at a point where there are some skills or experiences those worlds require that I haven’t been able to “go deep” on, consistently in agency brand planning world.

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Yes, you won’t be doing pureplay brand consultancy at interbrand. You’d be cooking up spurious words for Venn diagrams or contributing to back of pack copy. For pure play, try consultancies like red scout, Clear M&C Saatchi, prophet, or bow + arrow. That means you’ll need to get used to more business side of strategy. It’s possible. I do agree there are only so many years you can do campaign planning, before you realize that you’re making things people are trying to avoid. Start doing coffee chats with leaders in different types of industries and see what your most drawn to.

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The grass ain’t always greener. It becomes drier and less creative. You become a creator of decks, not ideas.

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Can confirm

Go to a trends/market research place?

What about Behavioural Science? It’s something interesting to pursue, IMO

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