The How to Buy a Gorilla Company.
The HTBAG team brings over 80 years of combined marketing and advertising experience. Our unmatched approach to working with brands and agencies is showcased in our books How to Buy a Gorilla and Tuning Up, as well as in our unique Code of Conduct. 95% of our business derived from personal referral and recommendation.
Founded in 2009 as Salt Partners, the company quickly earned a strong reputation in the brand and agency world. The publication of How to Buy a Gorilla in 2017 marked a pivotal moment. This manifesto outlined our approach to resolving the relationship triangle between marketing, marketing procurement, and their marketing services agencies. That same year, the company rebranded as the How to Buy a Gorilla Company (HTBAG).
Since then, the success of the book and the principles it promotes have guided all our services. HTBAG has supported numerous national and international brands across both advertising and marketing. We’ve also delivered training and keynote speeches to organisations such as the IPA, ANA, 4As, ICA, EACA and many others.
We recognise that every advertiser faces unique circumstances and challenges.
Definitions of “best practice” in advertising, marketing, and marketing procurement have become too rigid, ignoring the specific needs of brands and their unique business problems. Why should a market leader in hair care follow the same “best practices” as a challenger brand in financial services? Yet, they often do.
A unique approach.
HTBAG’s unique approach ensures that marketing investments align with each brand’s specific needs, delivering the best possible return on investment. Our proprietary three-way strategic framework is unmatched in the market. By leveraging this framework, clients can define their own best practices, tailored to their specific goals, including both marketing and procurement, ensuring they receive optimal value from their agencies.