What are the best agencies to work for as a brand strategist? Leading brands, deep creative collaboration, etc

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If you want to learn the basics, go to a big ass holdco shop and learn an established system. Once you feel confident there, go to a smaller up and coming shop and learn about a world outside your first strategic process. Then go indie and figure out how to build processes and teams. Then you’re good pretty much anywhere.

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Three signs to look for:

Lots of strategy awards. The company is proud of its strategy work.

Strategists in real positions of power - was one of the founders a strategist? Did the CEO come up through strategy? Is there a high-profile CSO?

Most importantly, is the company selling upstream strategic work to clients? If clients are paying for strategic work then the company will value it.

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The second point is valid.

Tbh the other two are flawed imo

Big crappy agencies often enter a huge amount of awards. It becomes a numbers game. Look for the best not the most.

Upstream” strategy work is often a sign that strategy isn’t paid for properly in the main business. If and when strategy becomes siloed from creative / output you’re working in a consultancy. Maybe that’s ok. But it won’t be where great brand strategy actually happens.

This isn’t to say upstream strategy from an agency is bad. Just make sure the agency is doing it for great businesss not just squeezing mediocre ones.

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I believe it’s Wieden. I’m aware I’m biased but I’ve been around the block

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How would you rank the strat departments across the network? I've only been at one office, so curious if you have that perspective.

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I asked ChatGPT and it said “you have no power here” so I figured I’d get real perspectives

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When did brand strategy become advertising. Brand strategy is bigger than just how it comes alive in advertising. So if it’s really brand strategy you want to do than it’s a brand agency, consultancy or client side.

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Brand strategy in an agency has a bias toward outward-facing experiences, imo. Brand strategy in a consultancy has a bias toward inward-facing systems. Each approach has deep seated frustrations with the other, and when clients say they don’t see value in brand, they normally mean they bought one kind of strategy while expecting the other.

My hunch is smaller shops. A lot of responsibility early on and get deep into the work. Big agency there’s so many layers

Smaller shops in my experience tend to have less resources for strategy - which might be better when you have more resources under your belt imo

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you can also try working as a freelancer. i find that a lot of senior strats & strat directors are deep in the work and do a lot of hands on collaboration!

McCann

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In general? Or advertising

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