Advertising

How different is the skillset of a retail/shopper focused strategist vs. a brand strategist? E.g. Could a senior strategist on a retail account easily transition into a senior brand strategy position?

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Heavily focused on behavior and taking advantage of how to achieve behavioral objectives via creative. Consumers are smart, shoppers are dumb. There’s a big day/do gap. Less about brand positioning and creating affinity, more about psychology and cues that make people take immediate action

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Wut

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Depends. If your skill is shopper marketing, some of that is much different than brand strategist's job

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It’s quite different. That said, if you’re willing to be vulnerable and invest time in learning, you could probably get the hang of it with the right support. But, don’t expect to make a horizontal move - the switch may cost you a downgrade in title and while that may be a bummer in the moment, you may find it’s the right call in the end.

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What does a shopper focused strategist do?

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Yeah if you pick up a few toolkits and learn about brand strategy. Also depends if your current agency understands Brand

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