Defining succinctly who you are and what it is that makes you ‘special’ is a challenge for anyone in this industry. However, a clear positioning can deliver much-needed clarity in a time-starved world and saturated marketplace. Whether in advertising, media, research or design, those agencies that have enjoyed the most consistent success have powerful intellectual content – they’ve developed models, tools, structures and processes that demonstrate and articulate their beliefs. In making clear statements of these ideas, they not only position and differentiate themselves, they also create a culture that attracts like-minded employees and clients. A good example of how...