What factors are contributing to the 30% decrease in new client acquisitions for Ogilvy's brand strategy consulting services over the past 6 months?

Introduction

Ogilvy's 30% decrease in new client acquisitions for brand strategy consulting services over the past 6 months is a critical issue that demands immediate attention. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term and long-term implications.

I'll begin by clarifying the context, then rule out external factors before diving deep into product understanding, metric breakdown, and data analysis. This will lead to hypothesis formation, root cause analysis, and ultimately, a comprehensive resolution plan.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has there been any change in the typical seasonality of client acquisitions compared to previous years?

Why it matters: Seasonal patterns could explain the decrease and inform our solution approach. Expected answer: No significant change in seasonality. Impact on approach: If confirmed, we'd focus on internal factors or market changes.

• Considering the specificity of the 30% decrease, I'm curious about the measurement consistency. Has there been any change in how new client acquisitions are tracked or defined in the past 6 months?

Why it matters: Ensures we're comparing apples to apples in our analysis. Expected answer: No changes in tracking or definition. Impact on approach: If changes occurred, we'd need to adjust our baseline for comparison.

• Given the competitive nature of consulting, I'm wondering about market share. Have you noticed any significant shifts in market share among competitors during this period?

Why it matters: Helps distinguish between industry-wide trends and Ogilvy-specific issues. Expected answer: Some minor shifts, but nothing drastic. Impact on approach: Major shifts would prompt a deeper competitive analysis.

• Thinking about internal changes, have there been any significant alterations to Ogilvy's brand strategy offerings, pricing, or sales process in the last 6-12 months?

Why it matters: Internal changes could directly impact client acquisition rates. Expected answer: A few minor tweaks, but no major overhauls. Impact on approach: Significant changes would be a primary focus for our root cause analysis.