UK consultancy awards 2010

I attended the MCA last night, held at the rather posh Grosvenor House Hotel, Park Lane, London. The event celebrated the best management consulting projects from 2009. The Awards identify the best case studies in each of 12 categories, where organisations, in the private or public sector, have achieved a significant improvement in performance through working with management consultants.

It was a pretty good night - not only did the organisation I work for (Atos Consulting) win 3 of the main awards (more than anyone else!!) but we also were treated to Fred MacAulay(Scottish funny man and TV and radio personality) as MC. Fred really held the even together very well with a combination of humor (mostly political, volcano and naughty jokes) and by maintaining a good pace throughout.

One thing didn't work for me though- the branding. The MCA clain that the winners demonstrated that they were

“business superfuel” and could deliver faster, smoother, better results and go the extra mile for their clients to win a prestigious MCA Management Award?

Business superfuel? What? Does nothing for me! For a metaphor to work it needs to be generative i.e. it must make you naturally follow the metaphor through and build on the notion throughout the business to which you are referring. Sorry MCA but "Business Superfuel" is right up there with Subway's "sandwich artists".

On the other hand, one of the great and good from the MCA did say something that I really did find interesting:

...for every pound spent on management consulting in the UK organisations gain an extra £6 in value

Now there is a good deal!