At Curated, we had recognised shifting patterns within the marketing and advertising industry around late 2018. Client expectations were changing, and so were their value perceptions. After looking at our proposition, we realised that our perceived value to clients had shifted and we needed to be braver in communicating and articulating this.
We spent the later part of 2019 rethinking about our positioning and then in the early part of 2020, we took the plunge to pivot from agency to consultancy led agency. Overnight, clients became partners. Frameworks became our lifeblood. Strategy was first and foremost. Ultimately, this was integral to helping our partners navigate the uncertainty of the initial throes of the pandemic.