Strategy is about much more than insights and creatives need to know when done well it also sets the stage for clients to be open to new ideas, to wider opportunities, to new awareness of what’s happening in the world around us. Anyone who doesn’t respect this is missing the larger point and diminishing the larger value of the discipline.

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The key is the “when done well” part. Many of our colleagues have not paved the way for our creative counterparts to believe this.

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I’m not a strategist or brand planner; I came up as a Writer Creative Director. If creatives (or other planners for that matter) aren’t fortunate to experience when done well first-hand then the information is out there for anyone to know what great strategies look like, the value it adds, and how the best people in the field have done what they do. Stanley Pollitt, BMP London, the Account Planning Group UK, APG Awards, Jane Newman, JWT Planning Guide, Jon Steel, John Gerzema, Dan Carlton, Essentials of Creative Strategy, Great Advertising Campaigns, the stories and strategies behind Volkswagen, Got Milk, Economist, Effies Winner Case Studies. You can’t say “Nobody showed me the way” when it’s all out there.

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The issue I see is that most strategists and creatives who complain about the other not respecting their craft, is that it’s discussed as a separate thing. I’ve worked with top notch creatives who I built amazing relationships with and truly appreciated strategy because it was clear that this was all about the work. Not my thing or their thing —- focus on the output. That’s what we’re all in it for. If that’s not the case, then I don’t think agency is the best place to be.

I know it can be frustrating — but we have to check ourselves too before we point fingers.

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Respect!

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