Craig Mawdsley and Bridget Angear are Craig and Bridget - brand strategy consultants based in London. They started a couple of years after spending time as joint Planning heads at AMV BBDO, where they worked on a portfolio of impressive brands and picked up a trophy case full of awards. They were named top strategists by Campaign Magazine six years out of eight. This podcast is a follow-up to one I did when they had just started their business. Two years on, we discuss how their business has evolved and developed, why strategy is still fundamental to brand and business, how they work, the importance of words, and much more. It's an essential listen for those thinking of starting their strategy practice and for those who need reminding how essential strategy is to business and brand.