Anyone can form strategy, but forming successful strategy is, like so much in life, an altogether more complicated business!

The Toolbox Marketing strategists wallow in current events, trends, news, fashions, forecasts, predictions and bulletins so they really understand the lives that our consumers live and, even more importantly, are going to be living by the time the strategy is rolled out and implemented.

Group Creative Director Michelle Daniels says 'because we consider it from the perspective of the consumer, we're able to set strategy that connect with them on an emotional level. It's what differentiates our centres from the rest. Happy consumers will buy into a product or place and will keep coming back for more – and that makes for happy clients. Marketing nowadays is about communicating benefits as opposed to just delivering features. It's not about 'us', it's about 'them'.'

By keeping our fingers on the pulse and minds open we are able to form marketing strategies for our clients that deliver real results.

And not many people at all can do that.