AMBER OPINIONS
>> The Agency Edge: Mindset Before Title
The talent challenge: Promoted…but prepared? “We had a young account executive who was brilliant. They smashed through tasks, kept clients happy and got great results. Then we promoted them to account manager and it all went off the rails.” I hear versions of this a lot. It’s not because the person suddenly became less capable. […]
>> The Agency Edge: New Rules of People Management
Why employment law is no longer just an HR issue in agency life For most agencies, employment law sits within HR. Managers focus on delivery, clients and team performance, calling on HR to step in if something goes wrong. But changes to employment law introduced last week means things have changed and with further reforms […]
>> The Agency Edge: The Human Advantage
Emotional Intelligence: the Agency advantage AI can’t copy “The ability to deal with people is as purchasable a commodity as sugar or coffee and I will pay more for that ability than for any other under the sun.” (John D Rockefeller) An historic quote but we’d argue it’s more relevant than ever in agency life […]
>> The Agency Edge: You’re the Boss
Is there a commercial blind spot in your agency? “PR people aren’t great with numbers,” is a comment we hear a lot when working with agencies but it’s one that always mystifies us. Surely a PR consultant that is commercially aware, from account executive upwards, is a better consultant? It’s about commercial consequences With agency […]
>> The Agency Edge: GEO is the new SEO
GEO is the land-grab of 2026. PR should lead it. The talk of the PR agency world is that people are quietly switching behaviours and it’s a huge opportunity for the industry to take responsibility for GenAI Engine Optimisation (GEO) for their clients. Instead of typing a query into Google, scanning results, clicking a few […]
>> The Agency Edge: YOUR AI CHALLENGE
Fast but flat: Is your agency team becoming over reliant on AI? “The team’s using AI for everything… but I can’t always see where the thinking is.” That’s the tension we’re hearing from a lot of agency leaders right now. Six months ago, the question was, “Should we tell clients we’re using AI?” Now, everyone’s using it. It’s in brainstorms. It’s […]
>> The Agency Edge: CREATING A GROWTH MINDSET
Don’t sell me something, solve me something! Selling – It’s the thing most people didn’t join the creative industry to do. Yet it’s now one of the most important capabilities an agency can build. But here’s the twist: the agencies that are growing fastest aren’t “selling” in the old-school sense. They’re ‘solving’. They’re spotting opportunities […]
