Curious to know how closely you (creatives) work with your strategy/ planning counterparts. What is the dynamic you share?

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None. It’s all lies. It’s a joke. I’m sure others have good relationships but I’ve never seen it happen like it’s “meant to” in my 13 years.

smart

Same. Strategy comes to the kick off and presents the brief (which is sometimes way overwrought and has many too many slides to tell you what is super obvious). And then They come to IRs and say things like, “that doesn’t answer all the RTBS” and pontificate and kill stuff. And then they are not ever seen or heard from again.

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We’re pretty collaborative. Joint strategy input and creation, signoffs, and sometimes ask for input on creative. At least on my accounts :)

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Utopia

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Depends on the project, but when strat isn’t included, I will actively seek them out

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I always want to collaborate and work with creatives but feel like the process is always siloed. accounts ask strat to write the brief, and they don't want to bring in creative yet because they want to save their precious hours so I can't bring them in early and then after I brief I always offer to help spitball and talk through insights or be there in any way I can but am always waved off by creative :/ feel they see me more as a barrier than helpful.

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If the brief is unwieldy I like to have an informal joint meeting with my creative partner and the planner just after the main briefing. Just a quick 15 minutes. The three of us sharpen the brief to a fine point. It’s much so much easier to do without account, project managers and others in the room. We do this exercise to get the planner to spit out the thing they had in their head, but failed to write down concisely. The planner feels more involved, and we get a better brief. We then immediately go to account to confirm the sharpened brief. If the account team is particularly weak, lazy, or doormats, we nudge them to get official client confirmation on the “clarification” of the brief. After some ideas have been solidified, just before showing work to the CD, we informally grab the planner and show the roughs. The planner feels like they’re in control.... we hear all the feedback, but don’t actually do any of it. Then we leave, and show the same work to the CD. We compare the two sets of feedback, and use it sort of like a Venn diagram. Doing it this way prevents the planner swooping in last minute and throwing a monkey wrench into everything. And then planner loves us and thinks we’re unusually collaborative creatives.

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Less exhausting than working late nights and weekends! This is the best workaround if you’re dealt a bad planner and ever want to see your spouse and kids. Or, just stop hiring bad planners 👍

It varies. Sometimes it’s collaborative and we we all help make great work together. Sometimes it’s horrible and your strategist tries to force their own language from the brief into the consumer facing creative. At that point it can get pretty adversarial. Depends on the strategist and the creative team, but generally strategists who keep things simple and don’t have an ego are best to work with.

Same with creatives

It’s varied wildly from place to place.

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