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Anyone else feel a little uneasy that the industry press is praising a CMO who fired the agency who resurrected KFC, ran one of the most brutal pitch processes in years and has immediately made the work much worse?
https://www-adweek-com.cdn.ampproject.org/c/s/www.adweek.com/brand-marketing/inside-kfcs-marketing-strategy-with-a-new-cmo-creative-and-media-agencies/amp/
How’s R/GA NYC?
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It’s my title! I work at an event agency and I guide creative in terms of concepting, theme, journey, strategy, etc. Concepter is another common title for it.
Thanks! I’ve never heard “Concepter”. I cofounded an event org in 2014 and called myself an event director.
I thought it was just another name for "account planner" or "brand strategist" but once I became one (lol) I realized it's more narrowly focused on just creative and message strategy than my previous roles, which also had a hand in comms planning, media planning, and long-term brand strategy.
Ah, brand strategist. I could have made that much clearer. I had always heard of the "creative strategist" title and thought it was the same thing. It's not quite.
i’m a creative strategist at a publisher’s in-house branded content studio. we’re primarily a pre-sales team i.e a mix of proactively pitching brands and responding to agency RFPs. our job is exactly what it says: part creative and part strategist. we do research & insight work, write creative briefs, brainstorm creative concepts & ideas, and establish strategic frameworks for our proposals. i think it’s a pretty unique role - ideation is critical to our job function, which isn’t typically the case for pure planning/strategy roles
Love the way you described that. Sounds like the best parts of my job. When we have new biz pitches and RPFs that’s what I focus. The rest of the year I’m doing web content, lite UX, social and copy.
I would say relative to different agencies. I know Digitas breaks down the different disciplines of planning into creative/connection/experience.
Don’t really see it outside of that context though.
I had it as a title years ago. It probably works well in a big agency where strategists can specialize.
You’re welcome. I will say that going back and forth made a huge difference to my career. And that in advertising agencies my title was usually planner but in digital ones it’s strategist.
Lol no, not common. My agency has funny titles. For all intents and purposes, I’m a copywriter.
What’s your job entail?
Based in Florida unfortunately.
I’ve seen the CS title in-house at Spotify, Slack, Giphy, Quartz Media, FB etc, so I didn’t think it’s used much in agencies.
How does a Creative Strategist differ from a Comms Planner/Strategist?
I am a social/digital/earned strategist and copywriter. So like...it’s a lot of the same stuff, but the strategy work I do is arguably less intense since I churn out so much of it. And then yes I concept and write against these strategies as well.