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Feeling jaded because it feels like my job is just putting words on a page. Does anyone have good examples of how strategy matters for creative work or has helped transform a brand?

likehelpfulfunny
Posting as :
works at
You are currently posting as works at

Wait til I tell you about copywriting

likefunny

Hello. I’ve just finished pre-judging the new Cannes Creative Strategy Lions. I’ve seen insights, opportunities, and disruptive pivots away from category conventions from around the world and for all kinds of brands. Good strategy and good strategists continue to make a difference out there. Winners announced in two weeks.

likeupliftinghelpful

I can’t tell from the entries. They are debranded so judges have no idea who created the work.

One more thing. If you see your job as putting words on a page, your spirit will die. Your job is to see new truths, new connections, new angles on the problem. That’s your job. The words on the page are the delivery mechanism.

likeupliftinghelpful

Read “Truth, Lies & Advertising” by Jon Steel

like

Look at Sainsbury’s “Try Something New Today”.

like

Great strategy helps make great campaigns. It's never just words on paper.

like

Wow. If you think that putting words on a page is meaningless, then you should probably take a step back and take a hard look at either the words you are writing or the agency you’re at. Either the words you are writing are meaningless or the agency doesn’t value strategy.

Either leave, if it’s the latter, or go read some wiegel, pollard, trot, sutherland, hoffman or read some case studies.

Every insight you write can be transformative.

Every idea you write can be inspirational.

Being a planner and getting paid to write strategy is magical.

Good luck!

like

Any APG paper.

like

Kraft’s Largest Blind Taste Test was built off a great strategy

You need to read Playing to Win by former Procter CEO AG Lafley and Roger Martin. Seriously.

The mad men days are over hun

Mucinex super sick Monday’s commercial was based off of the great strategic insight that the Monday after the Super Bowl is the highest number of people who call in sick out of the whole year

Guinness Made of More

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Dear Creatives,

I've just seen a brief for a major campaign for one of the biggest brands and biggest spenders in the US, written by a major shop. I now understand why you hate planners. OMG, if I were you I'd refuse to work on it, especially when the only work the planners seemed to do was figure out how to spend 30 slides saying nothing.

My deepest condolences,

Planning Apologist

likeupliftinghelpful

Honest question: when you see a job listing like so, is your reaction...
A. Good for them insisting on BIPOC; this industry needs more diversity & hiring the same middle aged white folks doesn't cut it anymore.
or
B. YES, every agency/brand should champion diversity but is it fair, right or even "legal" to overtly dissuade white people from applying? Can't they just "hire the best candidate" regardless of race/gender/etc?
I get B but I'm team A because the 2nd ? in B hasn't exactly..worked.

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Can today be Saturday? I'm definitely feeling a little more than burnt out 😣😣

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I feel like being mad at this is just as bad as doing it, but I’m still mad at it.

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likehelpful

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like

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likefunny

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