I’ve noticed creatives often get credit for breakthrough work, and account gets credit for the relationship, but strategy lives in the middle. How do planners make their impact visible in comp conversations?

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Strategy's visibility problem is real — you influence everything and own nothing on the surface. The fix is making your fingerprints undeniable.
Document the brief-to-outcome chain. If your strategy led to a campaign that hit measurable results, that's your work — claim it explicitly in reviews, not just "contributed to" language.
The planners who break through comp-wise position themselves as revenue-protective, not just insight-generating. "My strategy retained a $2M account" hits differently than "developed brand positioning."
Are you at an agency where planning has a dedicated career ladder, or is it a hybrid role without a clear ceiling?

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