Curious to hear from creative strategists about their approach on framing up ‘single minded propositions’. I see a lot of propositions on the daily that have words in them that require unpacking by creatives whereas i advocate a belief of ‘dont write me a tag line. Write me a proposition in the simplest language possible’. Curious if anyone has thoughts and opinions on this or their process?

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Clear, then clever.

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You obviously work in a very specific manner. Which is obviously fine. If it works, it works.

But I think you are being disingenuous about not seeing how from the overall brief, the line and the resulting ‘see what develops’ is not connected. As for the award, lol of course it’s possible to win an award without strategy, but in this instance it’s not the case as it was developed in the direction and business opportunity identified.

I agree with your approach. I also look for the non obvious and where the emotion is. Looking at how comedians handle the topic or category or a different emotion than others are tapping can be effective. If everyone else is tapping shame or stigma / is there another emotion like guilt (although that is a delicate one to execute well) or loneliness that can be highly effective?

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Do we even need strategists for most of our work? I mean really?

Exactly. If you produce brilliant insights, great. But I don’t need your sad attempt at creative wrapped up in “strategy” that you then get huffy about when we inevitably ignore it and write a better walkup instead. No hate on my solid strategy contributors, but 90% of that crew ain’t it.

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