• May 20, 2025

Unlocking Value: Blueprint Partners CEO Mark Anand on the agency’s new brand proposition

Unlocking Value: Blueprint Partners CEO Mark Anand on the agency’s new brand proposition

Unlocking Value: Blueprint Partners CEO Mark Anand on the agency’s new brand proposition 1024 682 micebook.

Blueprint Partners has designed a new value proposition to reflect how the business has naturally evolved and grown over the past 29 years.

While it’s not a radical rebrand, it represents the first time the agency has framed its offer in such a clear and deliberate way. We sat down with CEO Mark Anand to talk about what’s driving the shift, how client needs are changing, and what the future holds…

What made now the right time to refine your value proposition?

The business has been running successfully for nearly 30 years, and most of our work—over 90%—comes through referrals, which tells us we’re delivering at a consistently high standard. But over time, we’ve grown to offer quite a broad range of services, from global press drives to rewards and recognition programmes.

We realised that for someone outside the business, or even internally at times, it could be hard to connect all the dots. As we approach our 30th year, it felt like the right moment to step back and really define who we are and how we communicate that.

So, what does the new value proposition look like?

At its core, Blueprint is a marketing and events agency that helps clients unlock value—both inside and outside their organisations. We’ve framed this through two key pillars: internal enablement and external engagement.

Internal enablement is about supporting the people who are selling or delivering a product or service—which covers both internal staff and distributor or reseller networks. External engagement focuses on how our clients connect with their audiences, whether that’s through events, campaigns, or digital experiences.

We often start on one side of the fence and eventually work across both. This new proposition makes it easier to explain what we do without losing the flexibility that clients value.

It sounds like this is more about clarity than change?

Exactly. We’re not reinventing ourselves—our clients won’t notice a shift in what we deliver day-to-day. But this is about making it easier for new clients to understand us. A business consultant once called us “the best agency no one’s ever heard of.” That stuck with me. We’ve been quite shy about self-promotion, but as we grow—especially in the US—we need to be more visible.

You’ve also been quietly innovating, particularly with AI. Can you tell us more?

We’re AI enthusiasts, but we waited until we had something practical before we started talking about it. In January, we launched the Blueprint Knowledge App, which uses AI to give frontline staff fast, relevant information about products and services. It’s been a game-changer for clients with large retail networks.

We’re also using generative AI for content reversioning—so we can quickly and cost-effectively deliver localised content in multiple formats and languages. It’s not about replacing creativity; it’s about enabling our teams to focus on the creative while automating the repeatable.

What do you think clients most need from agency partners right now?

It really comes down to two things: clients turn to agencies for what they can’t do, or what they won’t do internally. Given today’s pressures, they’re doing more themselves—so it’s on us to offer expertise, speed, and solutions they can’t access in-house.

Relationships, reliability, and quality still matter as much as ever. And we’re very conscious that what we offer must be useful, not theoretical, as demonstrated by our approach to AI.

What’s next for Blueprint?

We’re launching a new content-focused business under the Blueprint brand in the next couple of months, but we’ll share more on that soon.

We’re also continuing to grow in the US—Dallas and California are key hubs for us now. We want to build on the momentum and meet clients where their needs are heading.

With the 30th year just around the corner, how are you planning to celebrate this milestone?

We’re still figuring that out! We want to strike the right balance—acknowledging the milestone without getting too self-congratulatory. It’ll be a moment to reflect, but also to look ahead. The next few years are exciting for us.

 

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