I just started at a new agency and learned that the entire agency has limited to no experience with comms planning but somehow merely the mention of a comms plan evokes a visceral reaction from multiple disciplines. I have 10 years of experience in social/digital/media and I’ve never experienced a stigma like this. Has anyone else experienced this? Any advice?

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Yeah, some people have poor past experiences, especially Creative and Production with ex-media agency people. Show immediate and consistent value to their disciples and they’ll come to respect you.

Not uncommon for various nascent disciplines of strategy to have to prove themselves before they’re given the benefit of the doubt.

You can always have one-on-ones and get to know their past challenges so you know what to avoid and what to do more of.

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If you’re getting a weird vibe from other strategists they might just be a little intimidated by what they don’t understand. Creatives don’t want to be controlled. Account people don’t want to have to justify another strategist in budget to clients. It’s not an easy role to walk into, for several reasons. Just don’t let it get to you, focus on doing the work and prove yourself over time.

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Yeah for sure! Ask questions and get a sense of what keeps your CSO up at night and try to show how comms planning can help. For example you can position comms planning as a way to push creative work beyond traditional advertising / TV spots. Or to create an integrated red thread, or to take more control from the media agency. Whatever’s on his/her mind, frame up comms planning as a way to help.

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Sounds like what big old agencies would do. If that’s the case, I’m sorry. We’re token hires to prove some sort of “digital transformation” and get them TED soeakerships.

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It’s very old school. Used to be incredibly common. I remember as a junior strategist, I was always the one sent into a creative directors office to take them through the plan. Because the rest of the team didn’t want a bollocking for it. How mad is that?!

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I can relate to that. I started in social strategy and spent years trying to explain to CD’s how their 3 min manifesto/anthem film won’t perform well on social... we needed more short form, dynamic, eye catching content. 🤯

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