If brands are to truly get ahead of the game, they need to embrace a step change that will require top down direction and ownership starting from the very top of the organisation. Every CEO must recognize that part of this step change will necessitate new blood and new thinking across the management team, and the first candidates to go will be very easy to spot. The real challenge will be whether the board has the stomach to make such dramatic change, or instead hope that things will get better of their own accord.

There are many good and recent examples of where traditional businesses have adapted to this brave new world and many examples of where established brands (regardless of whether they are tech or traditional) have been pushed aside. I am sure you will find a few of both in the broadcast, technology, gaming and travel sectors without trying too hard.

With the reality that we are experiencing oversupply across most sectors, dwindling finance options, combined with a smaller and more cautious consumer base looking for best value – brands must be willing to adapt or get swept away.

Having implemented a range of dramatic changes to the management team and structure of Global Beach, I do recognize that such change brings with it a new and perhaps even scarier set of problems, and that having swept away the past there is nothing left to hide behind but the results of your future efforts.

My Nano is plugged into one of our clients, Bowers and Wilkins, fantastic Zeppelin Ipod Speaker systems . For those of you who are like me and only know Bowers & Wilkins because of the Zeppelin they are an amazing British company making some fantastically innovative audio equipment. Check out their new surround sound Panorama system that we have launched on the website today.

I have always loved starting work at this time of the morning. The phones don’t ring and the office is quiet allowing me to get my thoughts together for the day ahead as the staff start to drift in for our 9am start. This morning I have a new business catch up with one of my closest friends who is helping us build our pipeline. This has been sorely neglected and is one of my highest priorities. With the reputation and experience Global Beach have we should be appearing on many more companies radars when they are looking for a digital agency.

I then have a kickoff meeting for a new Bentley project. Bentley!!! I still keep pinching myself. I may only drive a people carrier but I definitely got goose bumps when the cab taking me from Crewe station pulled up outside the gates at Bentley. I was made to feel very welcome and the whole experience took me back to the days when I ran the Waitrose accountat my old agency. Being in the canteen with all the workers sitting down to lunch around us was a real sense of déjà vu.

After that I have a catch up with Clive to discuss how I am getting on against my 7, 30 and 90 day plan (Pretty good I think but you can always do better). One of the discussion points is going to be personnel and what skill sets I think we require to be the strategic and creative agency I want us to be. Having worked in this industry since 1996 I already have my feelers out amongst old contacts and the first post I am looking to fill is Creative Director. On that more next time…..

Then Lara and I are heading over to Kings Cross to firstly discuss a new project we are about to launch for Terrance Higgins Trust and then one of my favourite things, presenting new designs for a brand new project for the same client.

Being that I live in Bethnal Green I will probably G-Wizz it home from Kings Cross and work on the Business Plan I am writing before finishing the day with a call to Matt Passey in our Los Angeles office to discuss ways we can help each other.

Not bad for a days work and I might even find time for a bit of twittering and Facebook catch-up, despite Lara’s scepticism. Like Lara I may not want to know about my mates dissolving earwax but that’s my choice. The beauty of mediums like Twitter is you choose what it is you are interested in, not the other way around.

The task of re-shaping the Agency following a significant downsizing will of course involve a lot of effort and commitment from those that believe they can make a difference and want to embrace change. Most importantly, we need new leadership, energy and commitment to continue to evolve and meet the demands of our current and future clients. As the Group’s CEO I will continue to share the majority of my time across both Global Beach and Autotorq.com, however given the scale of the opportunity, I recognize that we need someone full time to take charge and focus their energies together with Stuart Toller and Lara De Angeli on this hugely exciting challenge.

Peter has come highly recommended from both his former colleagues and clients and has a proven track record in building a Digital Agency having grown JKD, (now Twentysix London) to over 70 staff before selling the business to Inceptor Group.

His appointment heralds another important step forward following several months of down sizing which understandably have been quite brutal although entirely necessary, as we have had to evaluate the skills and capabilities needed to take the business forward.

I am also confident that his appointment will send a strong message that whilst I have had to make some difficult and often painful decisions, I remain totally committed to investing in our Agency’s future.

He is a very friendly guy and understands exactly what we need to do to look after clients and I know that many will benefit both from his considerable retail and social media experience. So welcome Peter, the Chairman and I look forward to working with you.

I wish Dan every success for the future and thank him for his considerable contribution to helping develop Global Beach as one of the UK’s leading independent Digital Agencies. Dan will remain as a special advisor to autotorq.com which was spun out of Global Beach Group in January 2008 to become a European market leader in digital marketing services provider to 6 automotive manufacturers.