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  • Brand Architect reports on developments in the marketing services industry and hopefully contributes to the thinking that is shaping the intersecting worlds of brand consulting, advertising and management consulting.


  • I am a founding partner of Sagacite, a management and creative consultancy focused on brands and branding. You can learn more about Sagacite by visiting


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Hey Patrick, I enjoy reading your blog. Some really interesting slides, I agree. But the in my opinion the slides you mention are quite plain. Sure, working with the best people, focus on the results, understand the client ... we've heard that quite often. 90% of the average agency presentation starts like this. no offense, it's all true. but new it isn't.

What I find really interesting is the section about the fee structure. now, that's bold move. would you consider that? getting paid by the result. I worked for a couple of branding firms, none of them would ever consider a model like that. It would, among a couple of other things, raise the question how influential our business really is. that's a tricky thing. what's you opinion on that matter.

greetings from Hamburg, Germany,

Patrick Collings

Hi Sven,

The slides that I highlighted fall into that category "easy to say, seldom executed". I agree that many say them, but few implement them. I would like to believe that Sagacite really delivers on each of these points. As an example, let me expand on two of the points from the highlighted slides which are very similar: "understand the pulleys and levers to client success" and "involved right upfront and at the right level". Sagacite largely works with C-level executives and we start our engagement long before ad agencies traditionally appear on the scene. Our work encompasses aspects such as aligning corporate and brand strategy (we believe brand strategy is the organizational strategy, but that is another discussion), the positioning of the brand, the financing of the brand operation, ensuring the right teams are in place, the right supply chains, etc. Regarding the fee structure, I agree with Mike Abel's model. We have a similar one at Sagacite that involves sharing in profit attributed to our input.


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