When there are more strategists/account folks on the project than creatives, someone is doing it wrong. Why do we need more than one Strategist?

likefunny
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When the scope includes brand-level deliverables and campaign-level deliverables. More senior-level strategists for foundational, big Brand thinking and more mid-level strategists to do the day to day/campaign work. Not unlike when accounts have dedicated CWs, ADs, and CDs but maybe also GCDs or ECDs.

I’m assuming this isn’t the case, though.

likehelpful

W+K 1, yes, it’s a wasteland out there.

Can someone explain why we need so many account people on one account or project? How do you have 3-4 account people on a project, but only 1 or two strategists? You all do the same things??? At least there are different types of strategists since we can specialize in areas like comms or social

likehelpful

Because we’re the only important people.

helpful

Here’s the thing. Good strategists don’t work at agencies. Strategy at agencies is used to validate creatives’ big ideas. Because if they don’t, creatives will just go off script or even bend the strategy to work for them. What happens? It devalues strategy, relegating it to a supporting function that’s often either dishonest or uninspired or just disregarded.

The fact is, companies that ACTUALLY want real strategy based on real research done with real rigor go elsewhere. And then agencies are asked to use that strategy. That leaves agency strategists as glorified set up slide writers.

Creatives—if you and your clients valued agency strategy more and invested in it, maybe then it would be worth a shit.

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