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Why we’re called Moving Parade.

The name, the point of view, and the work it demands.

The moment it hit

I hate running. I only started because I’d spent what felt like a decade hunched over a laptop, and my body had unkind opinions about that life choice.

One day, mid run-I-didn’t-want-to-be-on, listening to David Senra’s Founders podcast on David Ogilvy, I stopped dead in my tracks. Senra dropped an Ogilvy line I’d never heard before:

“You aren’t advertising to a standing army; you are advertising to a moving parade.”

We were in the process of spinning out our value creation consultancy from Anchor. We needed a name — something that captured what we were building and the moment we were building it in.

It all just clicked.

Building for a world that never stands still.

Sixty years ago, Ogilvy was talking about turnover in the market — people constantly entering and exiting categories, attention spans, life stages. You’re not addressing a fixed audience. You’re waving to new faces every time.

We think that insight travels. Because it’s not just audiences that are in motion — it’s brands too.

What your team believes.
What your product does.
What the market cares about.
What actually needs to be said.

All of it shifts, gradually or all at once.

The problem is that most marketing teams aren’t set up to adapt and keep winning in the midst of the flux. And the flux is also fluxing fluxier, with no sign of less fluxy days ahead.

Brand strategy sits in one room, performance marketing sits in another, everyone with their own decks and plans and objectives and KPIs, but no one moving in lockstep, and so can’t move, react, deliver. The disconnect becomes a yawning gap where innovation and optimization go to die.

We’ve seen it time and time again over the last decade

Market leaders with gorgeous 200-page brand books treated like religious texts, but not one page called, “What to do when culture starts happening on a For You page.”
Media budgets wired for TV logic, while the purse-string holders were already watching on their phones.
Go-to-market playbooks that stopped at launch day—as if the market freezes once you hit go.

The Moving Parade lens.

Understanding that life is a moving parade—not as a metaphor, but as a beautiful chaotic wave of people and passion and pain—became the unlock to create a value creation consultancy fit for what’s next.

Integrating brand, product, media, and ops into one system. Accelerating what’s working, cutting the fluff, so we can work smart, fast, and efficiently. Staying laser-focused on marketing as a lever of value creation, not just growth.

Margin, not just media spend.

Efficiency, not just campaign volume.

Revenue and brand equity, not just vanity metrics.

Our job isn’t to hand over a deck. Or to take receipt of one and execute a paint-by-numbers campaign. Our job is to help our clients build value creation systems that outpace market changes, audience shifts, evolving briefs, and beyond.

That’s the work our name demands of us.