I’m of the belief that, unless you have a groundbreaking one, strategies impede good creative more often than lead to it. Thoughts?

likefunnysmart
Posting as :
works at
You are currently posting as works at
Highlighted IconHIGHLIGHTED

Hybrid strategist / account director here. I see my job as marrying the business challenge with a thought-provoking insight and translating it into something (simple, punchy, inspiring, not-inhibiting) for my creatives to work from - and ensure that our output delivers against the client AND customer needs. Is your work sans strategist achieving this? Is your creative good? Is your client happy? Are you moving the needle on their biz?

like

…so no?

like

You said yourself. When it’s really good strategy it does help. The problem is how agencies hire strategists. It’s also the easiest department to be a hack and pretend to know what you are doing. I’ve seem a lot of bad strategists with good self promotion skills going all the way to the top by doing absolutely nothing. The other problem is how creatives uses strategists. They get the brief, they disagree with the brief and go rogue and them ask strategists to make a slide to sell the idea. There’s no collaboration in between. The other thing is creatives ego. Do you think strategy is bad most of the time? Are you doing good work as a creative all the time? I doubt. In my opinion everything’s work better when you have a good oiled machine and everything works nicelly from account to production. I had worked in an agency that creatives were kings, even physically we sat at the top floor, and everyone else crunched in cubicles on the bottom two floors. Not having strategy didn’t make my work any easier.

like
Recent IconRecent

These things are cyclical and there are exceptions, but strategists are currently the biggest charlatans in an industry filled with them. They essentially now take weeks to spit back virtually *exactly* what the client initially sends over, leaving the creative team far less time to do two jobs.

likesmart

I have rarely relied on strategy in order to come up with new insights for big ideas.

like

Totally hear you on that. A good, true strategy person can be hard to find.

like

The creatives have always been the real strategists, we just let the data-worshippers math us into submission. Rise up, and cast the strategists back into their proper role: researchers.

likefunny

I was at an agency and a strategist did an agency wide presentation about great strategic thinking and award winning work. On one of his slides he showed work that happened to be mine (done at a previous agency). He said it was a great example of sound strategy. Little did he know, it was a scam ad I did with no strategy or brief behind it.

funnylike

💯 I hate parading behind insights that get our clients too focused on some minuscule data point that won’t even matter by the time the creative is in-market

like

Agree! They key insight shouldn’t contain a data point. It’s a behavior and a reason why. Sounds like you’ve had a bad experience (or multiple) with untrained strategy.

like

Not to generalize too much, but here I go. If strategists disappeared, the creative team would still develop an insight to sell the work through and the train would keep on moving. If the creative team disappeared there wouldn’t be any work to show. Yes. Great strategist make the work better and the process more efficient- but those are hard to find, in my personal experience.

like

I’m not a strategist anymore. Moved to client services a few years back, but: all sorts of research and data stuff, measurement and analytics, consumer journeys, ecosystems, message / creative testing etc. I’d say when I was a strategist I probably spent 5-10% of my time on briefs.

like

Preachhh

like

Do your briefings not have at least one interesting thought you can latch onto or clarity on direction? If so, work to change that. I've made a few strategists join the creatives post briefing, has helped a lot of them to understand what an idea needs.

likehelpful

Shouldn’t you work to change that?

Strategy is more for the clients than it is for the creative. And it doesn’t matter if the strategy actually sparked the creative or influenced it in a profound way. It’s what ultimately sells creative to non-creative minds. Creative will always need strategy for that reason alone.

like

This is probably true, except that every strategist at every level on every assignment thinks that they have “the groundbreaking one” exception youre talking about

like

Ugh. Not at all.

like

Strategies or strategists?

like

I could literally write about 5 boilerplate strategy documents and they could be used for 95% of the brief I get.

like

I disagree & I don’t think you can sell creative ideas effectively without strategy.

like

Insights and strategy aren’t the same thing. Many commenters seem to be conflating the two.

like

If you think of the process as fairly linear, with strat being upstream, it's pretty clear where the weakest link is. It's not even up for debate, or is it all the creatives' fault for not cracking the briefs?

I think it’s an issue with the process

Additional Posts

is it worth upgrading to platinum AMEX or the reserve AMEX?

like

Warm, relaxing beach near San Diego?

like

Do you spend your entire per diem? Or do you prefer low-cost food options (chipotle for example) and save the rest of the per diem?

Does anyone have any insight about making the switch from media to strategy? Is there a way of having that conversation that won't piss my boss off?...I am assuming this will be a strategic play 🤔🤔

like

Anyone know if McKinsey Canada would still be hiring right now despite covid? At a BA /SBA level?

like

Which would you rather? Internal at MBB or client-facing at Big 4/ACN?

like

Can anyone speak on interviewing with Apple’s Global strategic sourcing team? Just had a recruiter reach out to me for a procurement role.

like

My husband got hurt and can’t work for 6 months. He’s a 1099 contractor so has no benefits or anything to supplement income. I never even thought about this but is there insurance you can buy in the future in case something like this happens? Like disability for 1099 workers?

like

3 weeks ago I applied to a CM role with KPMG and last Thursday I received an email to fill out the KPMG Online Employment Application as I move forward to the interviewing process and contact my recruiter with any questions. However, no recruiters have reached out to me yet. What should I do? (I applied on my own and am not in the referral program)

like

Would a job in Salesforce (for the company) but in their Sales track, be a good move, see some remote positions, but they are all sales track. Wonder what the comp is like.

like

Any Deloitte fish willing to make a referral for GPS roles? I have IDed a few open reqs I’m interested in, and would also love to be tossed into the “general referrals” pile.

Is it worth to switch to a big 4?

like

Starting to feel a lot better about my crappy ass Guidehouse bonus/raise after seeing the Deloitte fallout today 🤣

likefunny

For those who lateraled from a midsize firm to biglaw, did your class year change? E.g., fourth year to third year

like

How are the exits from Big 4 to SAP consulting? Specifically for those that did SAP implementations at big 4. Looking in terms of pay, WLB, and travel specifically. Any other thoughts welcomed.

like

Nearing the two year mark at EY and am considering starting to prepare for MBA apps. Have had rewarding experiences with great teams so far at the firm but would love to challenge myself a bit more...

like

How is KPMG Advisory doing in respect to other Big4 firms? How is the brand perceived in exit opps? Career development? Leadership capability? Culture? Heavy questions Ik haha

like

Hi, Can anyone guide me how to prepare for the case study round in Accenture Strategy Canada? I'm a lateral hire

Debating on investing on our first rental property. We were initially thinking about a rental in our area code (northern virginia) but all ideas/threads on here seem to indicate renting a beach front property on airbnb would be a win-win. Get mortgage covered over the summer and use it as a vacation home during winter. Is it that straightforward, what are we missing? Any reasons why we should not invest in a beachfront and instead stick to original plan? Tia!

like

Office chair recommendations? Looking for something comfortable. My back has been hurting because of the cheap one I bought so looking into buying a good one now lol...

like

New to Fishbowl?

Download the Fishbowl app to
unlock all discussions on Fishbowl.
Download Fishbowl to see what others are saying
That was just a preview…
Sign Up to see all discussions
  • Discover what it’s like to work at companies from real professionals
  • Get candid advice from people in your field in a safe space
  • Chat and network with other professionals in your field
Sign up in seconds to unlock all discussions on Fishbowl.

Already a user?
Login here

Share

Embed this post

Copy and paste embed code on your site

Preview

Download the Fishbowl app

Get realtime notifications and see
what's happening in your industry
from the palm of your hand.