Brand Strategy

What is the role of the strategist during an internal creative meeting?

like
Reaction Icon Like
Arrow Icon
works at

For me: 1. Help ensure things are on brief. That doesn’t mean just giving feedback, but actually helping to shape things. So not “this isn’t on brief” so much as “if we tweaked a little bit this way it will get us closer to the brief.” 2. I think we are there to represent the target audience so occasionally I may give feedback “as a consumer” in which I say that something is confusing or misleading etc.

Reaction Icon Like
like
Arrow Icon

This for me, too.

Reaction Icon Like
Arrow Icon

I try to kill the shit ideas early.

Reaction Icon Like
like
Arrow Icon

Structuring the ideas? Giving feedback? Only there to say if anything is off strat?

Reaction Icon Like
like
Arrow Icon

Listen. Speak only when necessary. Be a trusted advisor to creative, account, media, priduction and everybody who has a stake. If you foster a reputation for "killing" anything, you'll find yourself at loggerheads with everyone. Don't be that person.

Reaction Icon Like
like
Arrow Icon

I appreciate this.

Reaction Icon Like
Arrow Icon

It's also being mindful of where the idea hasn't met the key strategic parameters and why that limits the potential of the work. But always be mindful of the fragility of an idea and give strength and power to it by building with teams and advocating only for the work not the political attendants

Reaction Icon Like
like
Arrow Icon

Good strategy is as instantly translatable as a good idea. It’s not about winning the brainstorm, but everyone swimming together congruently. No pedestals, no divisions, just focusing on the brief and the best attack points to solve it. For an internal brainstorm, it’s to contribute from the perspective of the approach, to nuance and explore ideas with a mind the considers all pathways to make a idea successful

Reaction Icon Like
like
Arrow Icon

get excited about the ideas. that doesn’t just mean saying you like them. it means seeing the potential for connections and activations at every touchpoint which leverage the best ideas. be the brand’s audience reacting to the work in the mtg, channel ways they might react that the ideas can build on. if you’re not excited about anything and can’t think of anything helpful to say, stfu. write down promising areas the creative can explore. discuss with your cd--and your acct director after the mtg. btw you shouldn’t not be excited. you shouldn’t have briefed uninspiringly. you should have been checking in with the creatives between then and the meeting. you failed. own it and work your ass off to get the energy back for the brand.....

Reaction Icon Like
like
Arrow Icon

It's not about being dishonest, it's about being honest in a way where people know you want their work to win. To be better. To see the possibilities. Putting work on the line is incredibly vulnerable for a creative so appreciating that means you can be honest but in a way where everyone is on the same side with the same goals.

Reaction Icon Like
like
Arrow Icon

Make sure the work, works.

Reaction Icon Like
like
Arrow Icon

Agree, Be constructive. Make the work better. Relate to the audience. How your nudges make the idea or message more relatable to the consumer. Its ok to push creative. Good creatives are good w input. Others, it is what it is

Reaction Icon Like
like
Arrow Icon

Account should also be allowed to provide input and speak for client. They can also be strategic thinkers even if they are not strategists, not only to handle setting up the meeting. Agree that good account people so welcome input but their input should be respected .

Reaction Icon Like
like
Arrow Icon

Be useful to the work not to kill it.

Reaction Icon Like
like
Arrow Icon

You represent the target audience, and give feedback from that point of view. You want to stay away from direct creative feedback (ie I don’t like that headline or image) and focus on target (why are we showing a Snapchat campaign when our target is grandmas?) or outcome (the brief was to increase online sales, and this doesn’t direct the customer online). In newbiz internals strategy is probably also shaping the pitch and may lean more into direct creative feedback. As strategists move up to director level and above the weight is more focused on campaign results and outcomes, so there’s more ability to kill bad campaigns and revise creative with a strategist who has a proven track record at driving the clients bottom line

Reaction Icon Like
Arrow Icon

Related Posts

Looking for a referral to KPMG

like
Reaction Icon Like
Arrow Icon

Did they actually bring up layoffs in the call?

like
Reaction Icon Like
Arrow Icon

PA Call Results: Best of luck in November if you’re staffed on call center or had low chargeability due to COVID

like
Reaction Icon Like
Arrow Icon

I like the GSD&M Super Bowl spot for Avacados, so was understandably surprised to see a review launched just days before. What happened?

like
Reaction Icon Like
Arrow Icon

Hey folks—anyone heard of/tried Strattera (atomoxetine)? Finally went to my doctor about potential ADHD and he wants to try strattera before vyvanse/adderall.

like
Reaction Icon Like
Arrow Icon

What have your wait times been like on EYHELP3? I’ve been on hold for over half an hour. Am I supposed to spend all day on hold unable to get any work done?

like
Reaction Icon Like
Arrow Icon

Why is it that every time I fly after a long days honest toil, I am seated next to a 300 pound sweaty gorilla?

like
Reaction Icon Like
Arrow Icon

When leaving pwc do you have to pay for the actual iPhone device (remaining payments)?

like
Reaction Icon Like
Arrow Icon

Tell me the dumbest shit you’ve said during a client meeting

Reaction Icon Like
Arrow Icon

Take a shot for every value share

likefunny
Reaction Icon Like
Arrow Icon

Any recommendations for nice category 3 or cheap category 4 Bonvoy hotels in cool location? Looking to spend around 15-20k points per night and use suite upgrade nights

Reaction Icon Like
Arrow Icon

HCOL city (NYC, DC, Boston) what’s the upper end of a Consultant salary in BAS? 160k?

like
Reaction Icon Like
Arrow Icon

Since this is cross industry bowl, so wanted to have better insights through your experience. I have visual studio 2017 and joined a team who are currently developing on Visual Studio 2019. Will there be any significant impact on the project code just because of ide version change? P. S. I have very limited internet quota based on my current location and downloading new version will be literally not possible.

like
Reaction Icon Like
Arrow Icon

Has anyone had to get a government security clearance through EY? They say you may have to take a lie detector test and that gives me major anxiety. I don’t have anything to hide but I’m also worried a government engagement won’t increase my skill set. Anyone else been in this position?

like
Reaction Icon Like
Arrow Icon

People suck.

like
Reaction Icon Like
Arrow Icon

Anyone have insight on PriceMetrix by McKinsey? Is culture similar to McKinsey or fairly independent? Has anyone recruited with them?

like
Reaction Icon Like
Arrow Icon

Josh Reynolds or Yeldon for the Flex spot?

Reaction Icon Like
Arrow Icon

Early professional in need of advice: I am wanting to change jobs to get a role in the realm of data analytics/big data and want to know what certifications I could get as part of this goal? I am looking at the Cloudera Certified Data Analyst as a candidate can anyone here tell me if this one would be a good idea? And if it is attainable as an early professional? Thanks

like
Reaction Icon Like
Arrow Icon

I can’t make any sense of these markets, any economic experts here who can comment, Amazon still makes sense; Tesla makes no sense based on long term outlook

like
Reaction Icon Like
Arrow Icon

Someone please help out at FS Analyst based out of Chicago find a project. Great reviews on first project

like
Reaction Icon Like
Arrow Icon

Download the Fishbowl app

That was just a preview…
Sign Up to see all discussions
  • Discover what’s it’s like to work at companies from real professionals
  • Get candid advice from people in your field in a safe space
  • Chat and network with with other professionals in your field
Sign up in seconds to unlock all discussions on Fishbowl.

Already a user?
Sign in here

Share

Embed this post

Copy and paste embed code on your site

Preview