Is anyone actually DOING strategy? Or are we all just making clients feel smart and crafting sell-in stories for creative? Haven’t written a brief in a year.

likefunny
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I haven’t seen a real brief in years. It’s all just client fluff.

likeuplifting

what do you mean by doing strategy? like brand foundations?

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Want o take a brief off of my desk for me?

likefunny

I had 2 major strategy presentations this week, have 2 more big ones that I’m working on, and am going to have 3 campaigns, across 3 accounts, launch this month from briefs/strategies I wrote where you can make a direct line from my work to the execution.


If you’re not doing strategy work where you are, find another agency.

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I think it depends on where in the brand lifecycle you are but I’ve worked on many launch brands over the last few years, or brand refreshes and have a done of strategy fundamentals. Strategy should be much more than writing a brief.

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Yes. There are places do the real thing and it’s not there as a supporting function of the creative team. I’m convinced ad agency strategy will never be more than just briefs and set up slides for ideas. And that’s why I left. There are places where strategy IS the product (or at least one of them, on par with the ads). And why clients knock on the door.

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very curious what kind of places you’d recommend to look into!

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I feel like I am doing more strategy work in this current environment where things are changing rapidly. Everyone wants to revisit plan and new recommendations in a more agile way. Speaking of - Marty Neumeier just put a book out on Agile Strategy. Worth a read

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