In our latest episode of "Between Me & You," we're chatting with Anna Laird, a strategy partner and people and culture lead at Stick + Twist.
Anna brings over 20 years of experience in the marketing industry, having worked in both small and large agencies, with a focus on strategy after transitioning from account handling. Her journey to Stick + Twist was marked by personal and professional challenges in a large agency environment, ultimately leading her to join a consultancy that values impactful strategy, people, and culture.
In the fast-evolving world of marketing and strategy, the traditional big agency model often falls short. Enter Stick + Twist, a consultancy that prioritises people and culture in its approach, delivering strategies that foster real growth for clients. At Stick + Twist, the aim is to build a consultancy that liberates strategists to do their best work in an environment where they feel safe, motivated, and rewarded. Here's what we learned about the innovative principles driving their consultancy.
Breaking the Traditional Model
Traditional agency models are often biased towards their services, focusing on creative or media strategies that drive revenue. However, with the evolution of the CMO role and the increasing pressure in today's economic climate, there is a growing need for unbiased strategic input. Stick + Twist addresses this need by offering a people-centered approach, promoting actionable strategies that consider organisational readiness and the capability of teams.
People and Culture at the Core
People and culture are central to how they operate. Each team member receives one-to-one executive coaching, fostering an environment of high autonomy and collaboration. Training and development is a key aspect of their culture, with substantial investment in training budgets and initiatives like the Stick and Twist Academy. This aims to democratise strategy by empowering clients with the skills and confidence to develop their own strategies, freeing up time for Stick + Twist to tackle more complex problems.
Insight and Story Selling
Anna emphasises the importance of insights as the foundation of any strategy. Stick + Twist helps clients source and validate robust insights to guide their strategic direction. Additionally, the concept of story selling, rather than storytelling, is integral to their approach. This technique ensures that strategies are effectively communicated and embraced by stakeholders, driving change and investment.
Cross-Sector Expertise and Charitable Impact
Stick + Twist's experience across various sectors, including significant charities like Asthma + UK and Teenage Cancer Trust, enables them to bring outside thinking to nuanced problems. By collaborating with specialist agencies, they deliver impactful solutions that address specific challenges faced by charities and other organisations, ensuring the insights and strategies are tailored to meet diverse needs.
Wrap-up
Anna Laird's insights from Stick + Twist highlight the growing need for innovative consultancy models that prioritise people, actionable strategies, and unbiased guidance. By fostering a culture of empowerment and embracing a people-first approach, Stick + Twist is setting new standards in the consultancy world, ultimately driving impactful work and growth for their clients.
For those interested in exploring more about people-centered consultancy practices, be sure to reach out to Anna or check out what Stick + Twist have to offer.
Learn more about Stick + Twist
Get in touch with Anna on LinkedIn.