Welcome to McQ Thinking, a strategic thinking consultancy, led by Maria McHugh, that partners with the marketing and advertising communities on both sides of the pond.

In today’s world the only real means of competitive advantage lies in out-thinking the competition. And yet, so much strategic thinking is predictable or pedestrian.

It’s not surprising, with deadlines putting pressure on quality thinking time, familiar research techniques rarely uncovering fresh insights, or brand teams losing sight of the wood for the trees, and finding it hard to challenge their existing models of thinking.

We work with advertising agencies that need senior planning help — brand owners who need more insightful research or sharper brand strategies — and brand consultancies that want to translate their brand strategies into meaningful communication strategies.