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Strategists are incredibly helpful. They tell me where to focus.
For example, they might look through research and tell me “no one sells sugary cereal to moms. Focus on that.” Or “most car brands focus on reliability. But we know from our research that safety is a bigger selling point for people who switch car brand loyalties.”
Could I do this myself? Yes. But I could also cut my own hair. And I’d rather let someone else focus on that craft so I can focus on mine.
Yup, CD1 nailed it. It’s just a distribution of workload. In theory, I’m pretty sure I can do ANYONE’S job. That doesn’t mean I should run my own, one-person agency. We all do our part.
You know what? I’m just gonna say it.
No one in advertising has ever said this. You’re so brave.
Goody, another person who thinks advertising is just creative. So media people are media people? 🙄
Or that 80% of people die when you drive 40mph, while 80% of people survive when you go 30mph. So slow down. Go creatives.
Or when you can find a 800M+ dollar issue in insurance claim handling, and solve that problem and do a campaign around smoothness claim handling. Or if you find out that most dogs run away on the 4th of July(cos fireworks) and your creatives find some earmuffs for dogs of pilots.
Or when you find the weird behaviour of people on Spotify and it gets turned into a brilliant out of home campaign.
You might have worked with some shoddy planners, that’s ok. But your line of reasoning is about as clever as saying all books suck, because you haven’t read a good one (you have also read 2).
It’s also as nice and non-constructive as that last paragraph I wrote.
Last but not least, creative agencies do a tad more than just selling, see IceBucket Challenge, Nike+, Earth Hour, and every other business where retention and digital services matter.
Strategy is really important. I just think it's more important in some projects and not so important in others. OP probably hasn't been able to see the importance yet.
COOL STORY BRO
OP- same could be said for editors though. Just find someone who knows how to write.
I think the most telling part of this thread is that most people here see strategy solely in service of creative, when really, clients are begging for strategists to be providing business insights and want deeper customer and market understanding. Strategists are uniquely poised to do this, and the last two agencies I was at before going client side I saw strategists and planners going more and more of this kind of invaluable work. It’s truly one of the key ways to ensure this industry survives. Seeing strategists as obsolete because you don’t like the parameters they give you in a brief is short sighted
Earmuffs for dogs of pilots?
I’m now calling myself an Associate Strategy Repairer.
The people who pay the bills LOVE us though
It’s like myself claiming to be a timing and pace architect. You all make up titles to make yourselves seem important on LinkedIn. Try being ad people again
I’m just going to say it. @EditorOP is another one of these people who will never lead anything. Maybe stupid industry dividing posts aside... oh god, you voted for Trump, didn’t you?
0 min and “someone” already found your post funny. Hmmmmm
You used my trick
☝️ that’s exactly it. When you build trust with a client by helping their business, I have found they also buy our silly brave ideas better and agencies retain the relationship for much longer.
But hey. What do I know?
You all know that editing isn’t a thing right? It’s just a copywriting without original ideas.
OP is 100% correct. Strategy is complete bullshit. Every creative I’ve ever met could be a strategist. The difference? We’d actually bring a real insight to the brief, not an opinion. But what do I know? Only that strategy is incredibly easy, yet these people think they are the smartest in the room when it’s really the inverse . By far the dumbest because we all have common sense. Night night