In 2020, we saw clients in the public and private sectors struggling to keep pace with – and capitalise on – changes in the external environment. Information was fragmented and siloed through organisation design. Across customer behaviour, commercial performance, social change, political policy, and regulation, there was no holistic view. 


At the same time, clients were looking for bolder thinking to break through increasingly challenging markets – yet the desire for certainty held back their ambition and impact.

We recognised that if we could align these fragmented inputs, we could deliver high-quality insight and intelligence to enable confident decision-making. If combined with industry-leading innovation and strategy skillsets, we could turn breakthrough insight into breakthrough propositions. That’s why we set out to bring together the best of four capabilities: research, politics & social affairs, strategy, and innovation. 

We combined these four capabilities into a method we call ‘Insight and Imagination’. It’s how we deliver growth and impact by unlocking bold new directions in brand, proposition, and experience – directions our clients can truly get behind. Our depth in insight and data grounds our thinking in evidence, while our political and corporate affairs expertise shortens the path to impact externally, mirrored internally by our experience in shaping cultures.