It may be hard to believe, but Monitor Group turns 20 years old next year. And as the upstart consultancy leaves its teenage years behind, the innovative thinking that first set the firm apart is now being channeled into a flotilla of marquee accounts. Understanding how innovation permeates a client organization is today no small part of the value the firm offers its customers, because at Monitor it appears the medium may sometimes be the message.
"Content is going to be king in this business, and we today really want to bring the content to the client using the channel that they find most appealing," explains Monitor's chairman and founder, Mark Fuller, who says the firm has today produced nearly 100 television shows for its clients via its wholly owned TNBT Studios. Besides TNBT (The Next Big Thing), Fuller says Monitor will continue to advance its thinking using books, on-line learning applications, and a series of teaching and executive development classes.
"There's lots of media or channels through which content can reach the client and impact the bottom line or the client's results," says Fuller, who's today already counted among the pioneers of multichannel strategic advisory.
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