There are two approaches to strategy being practised today.

One approach is to have a left-brained and linear-sequential approach to brand strategy that does not necessarily have a basis in first hand consumer understanding or insight.

The other approach while being creative seems to lack an intimate understanding of the client's business, and does not include the due diligence required to get a strategy right. Thus it becomes just a creative solution, often without adequate strategic accuracy.

Momentum's approach that combines rigor and creativity is filling the growing white space. It seeks to reinvent the marketing services industry to make it much more upstream, effective, and responsible.