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People who ask this must have really shit strategists. Strategy from really good strategists, and I know a few (though I know a few who are shit too) is the most important thing in successful work. Knowing your audience inside and out and knowing what will resonate with them, nothing is more important when you're trying to sell something.
good strategists make it look so easy and you wonder why you need them.
bad strategies add so little value you wounded why you need them.
Not a scam. Also a service agencies made up to make more money. As in, they figured out it was something clients would be willing to pay for, instead of counting all the research behind it as agency overhead.
Strategy is not a scam my friend. A good strategist will piece together the data to help the creative team tell the story. We back our team up and make sure they are armed to do their best work.
The question makes me think you have only worked with strategists that are frauds or bad at their job. I think a good strategist makes you want to consult him or her before you make important brand decisions and there is no question of the value they add.
Yup - it is as a way for the ad agencies to try to get a bigger piece of the pie (they need to, the margins are down to 2-5%), alongside media planning, production and everything else - just to realize we have totally cannibalized our core business, storytelling. Every amazing creative is intrinsically a great strategist. It's a part of the mix. But when you put strategy ahead of storytelling, you simply try to win hearts over with logic, and it's nearly impossible. Just look at the ads today, there are so many poorly written manifesto videos that all ladder up to a stupid "mission" that has nothing to do with the product. The agencies that will be around in 15 years are small nimble 100% creative shops. The ones that will be gone are the big "all-in-one" agencies.
It's a scam.
Research and data are good things. Strategists are bullshit. Everyone should be a strategist and not cede that role to a researcher.