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That strategy and creative are owned by two different execs.

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stupid imo. 21C is good but their strat stuff tends to be super dense and not creatively inspiring imo.

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Isn’t strategy their main/only output?

Like a nightmare. As someone who used to work at GSP- can’t imagine having to manage that with the creative team. They have some of the best strategists I’ve worked with as well.

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Horrible idea that shows they don’t understand the creative process. But, ultimately, it won’t last long. GSP strategists are going to take 21B’s decks and turn it into an actual brief for their teams. They’re probably also going to find ways to show their own strategic chops.

Ultimately, they’ll convince Amex that they’re wasting money going to two places when they have the capabilities to do it in one. Especially if the creative output yields the results they’re looking for.

this. 21c's strategy will need to be translated into a real creatively inspiring strategy.

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