After nearly 17 years in the industry my role was rolled into the strategy team about a year ago for the first time. I kind of hate it.

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I think a good planner absolutely does have great impact on the work, if they are allowed to do their thing are given a seat at the table. Strategists, planners and analysts play a big role in the work, especially on the upfront and the end of a project. That is if leadership makes sure creatives play well in the sand box.

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Any advice on getting to a point where strategy is appreciated? Finding it to be a common problem at most agencies now

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You have to be liked, and you have to sell yourself and what you can do. Start with small wins that add value to a deliverable or project and go from there. Coming in and trying to up end everything never goes well.

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Planners are smart, good for the agency, and good for the brand, but do very little to impact the actual work and that’s largely a political thing but it still makes me feel helpless.

SS1 planners can be great for the work in agencies that allow them to be

A great strategy is priceless.

But “strategists” just make it so difficult to work with them, no one likes them

Well at my agency that has over 50 planners none of us are liked apparently.

Worry about you. And, don’t buy into your own hype. It’s a team sport. Don’t be a prat!

The world turned before “strategists” were created.

What was your role before?

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