The perception of Cook + Associates was staid, old-fashioned and underwhelming. They had a range of expertise and services that were not effectively communicated to new, potential clients. There were significant threats from competitors that were more effective at communicating, which included an unrelenting shift towards interactivity and augmented reality.

The various Cook + Associates departments were busy with client work, and the senior management and various teams needed to be quickly brought together and aligned to underpin a direction of travel, putting in the foundations for brand development and unity across the organisation.