Morgan sets up ‘little fish’ consultancy

The former European planning director of TBWA has launched a strategic consultancy to help companies survive in a hostile business environment.

Adam Morgan has set up his Eating The Big Fish consultancy, which is based on a book that he wrote with the same title.

Morgan’s clients, which are evenly split between the US and Europe, include Channel 5, sauce manufacturer Ragu in the US and travel company Discovery Initiatives.

The consultancy, with offices in London, San Francisco and Milan, aims to help “little fish” ­ the number two or three brands or companies ­ which fight bigger competitors.

Morgan says: “The book has generated a lot of interest from clients. My aim is to change the way people think about business strategy, rather than build a huge empire for myself.”

He claims the consultancy will turn his book’s ideas into reality. Eating The Big Fish, published by John Wiley & Sons in April, discusses 40 case studies of companies which have challenged market leaders, such as Absolut Vodka, Virgin Atlantic and the Goldfish credit card.

Advice includes breaking with the past and becoming ideas centred.

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