Strategy In Theory: The upfront work that guides the creative. Strategy In Reality: The last team to add their slides to the deck.

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Strategy in Theory: the upfront work that guides the creative. Strategy in Practice: Distilling all the client’s bullshit into something somewhat manageable and then changing everything you did because the creatives preferred to invent their own strategy and it’s your job to prove that it’ll actually help the client.

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Why would I add my slides before yours are done? I need to set you up perfectly without getting in the way or taking up too much time or client brain power. So it’s a lot easier if I know exactly what I’m writing against so my language is perfect too

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Creative in theory: artistic expressions that build on a customer insight while addressing the brand’s strategic needs Creative in Reality: whatever ideas creatives think look pretty with a demand to strategy to rubber stamp 1 hour before going to the client

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this is the exact opposite of what actually happens. our strategy team always fills in the deck first and then hands it off to creative and we have to spend all our time reformatting their garbage and pushing back against their creative recommends and it’s a waste of everyone’s time 🙃

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The final deck slides are a moot point for your argument anyway. Strategy work has to be done to inform the creative brief, which informs the creative, which informs the creative slides

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Are those things mutually exclusive?

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