My agency just implemented ‘quick starts’ on campaigns, meaning we basically forgo strategy and briefs and go straight to brainstorming ideas. How redundant has our planning department just become?

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Really Manager 1? I thought our job was totally about playing to the whims of creatives by post-rationalising their #awesome ideas to make it appear to solve a business problem?

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Wait. They know our job is to solve business problems, not just make cool shit, right? How would your creative teams possibly know where to start? And how are your clients okay with this?

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while it may not be the right prescription, it’s a response to a critical condition: a need for speed. the challenges and changes are only going to keep coming quicker. we no longer have the ceremonial two weeks and we can’t afford to work in relay race mode. that doesn’t mean strategy is less important. it means we need to evolve how we work. and let’s not forget what our business is all about. while i love me a great insight and awesome brief, i don’t aspire to see my brief go viral or my brief in times square boards. we exist to instigate great ideas that solve problems. we are always in pursuit of inspiring that next idea. So look upon this as a challenge not a threat. How will you evolve your role? how do you produce insight and inspire creativity for a quick start? if you make yourself critical you’ll never be redundant. if you stay part of an assembly line, eventually they’ll automate your task.

likesmart

What agency?

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What agency is this so I can avoid it like the plague...

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@Director the issue is that we need to get out of short term thinking habits, not just accept them and churn out rubbish. Plenty of evidence that shows how reactive short termism is decreasing our effectiveness

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Product porn sells

By the by it isn’t on all briefs but it only got implemented a couple of weeks ago and most stuff going through the agency has used the process so far.

Strategist 1 I work in Australia so unless you’re headed done under you’ll be fine. Don’t get me wrong, this isn’t symptomatic of the whole Australian industry, just this agency. I’ve been here almost a year and, coming from an agency culture where strategy was respected and considered a friend to creative, I feel like it’s seriously undervalued here and often about post-rationalising strategy so the idea appears to fit the client brief. Not exactly a culture that cares about effectiveness.

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