Is it true that we’re expected to be all-rounders in strategy? I’m a creative/brand strategist, recently my agency wants me to pick up social and content strategy, and they also are talking about SEO and awards strategy. I’m not sure if that’s healthy. Thoughts?

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You can have an area you’re most capable in, but yes if you work at an integrated agency I’d expect you to be able work across a wide range of areas.

Basically T-Shaped skill set. Breadth plus a subject you can go deep in.

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As a brand strategist you should already be informing SEO and social strategies.

Spearheading those channels is a different story.

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Increasingly that is what companies want but honestly people who do brand can do activation but not usually other way around. Also fundamentally may be different kinds of people

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You need to be able to see the whole picture to do strategy well, beyond being an SME. Most of the skills apply. I would draw a boundary between “social strategy” and “writing posts”, though. Too many shops swapped “community manager” for “social and content strategist” in a continued bid for cheap ambitious young people to overwork.

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Define “healthy.” And where are you in your career? I would learn as much as you can before you specialize.

I’m not sure how this doesn’t align?

Awards strategy? Lmfao.

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