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The Art of Questioning Clients

INTRODUCTION

As strategists we are told not to take a brief, but to interrogate it.

We are asked to question our clients.

To query their assumptions.

To test their thinking. To push, to prod, to probe.

It seems the ability to question a client is a core Planning skill. And yet our industry offers little advice on how to do it. This deck aims to change that.

CREATED BY

julian cole

is a strategy consultant who works with brands and agencies to create world class integrated campaigns.

ALEX MURRELL

is the Head of Planning at Epoch where he works with FMCG brands to develop brand strategy, identity and communications.

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