Why is ok for a creative to feed off of data and strategy, but not for a planner to think/project creatively?

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Im curious what “feed off” means to you, that seems pretty loaded, along with “project creatively,” thats not a phrase Ive heard before.

But if you generally mean “why are creatives annoyed when strategists say they want to be involved in the creative process,” its because things are supposed to (I know, “what do you mean supposed to,” right?) work in a sequence. The strategist researches the brief, the creatives deliver the work. Set, spike.

Strategists who “put a bunch of thought starters in there, so if you wanna sit and spitball on those sometime, just stop by, Im around,” or—more commonly—“weigh in on the work” in creative reviews like their opinion has to be worked in before work can leave are overstepping (and I know everybody does it, but that doesnt mean theyre not overstepping). Whereas a creative who takes information or even inspiration from a strategist’s briefing is doing exactly what we’re supposed to do, in the right sequence towards getting good insightful work.

Probably a longer answer than you wanted, but Im still curious about “feeding off” —that sounds like theres some drama happening!

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A planner’s job is to inspire the creative, not to creative the creative.

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It’s simple. If the brief is creative in terms of the strategy, it will box in the creatives as it becomes almost executionally prescriptive. Basically, it’s strategists coming up with the big idea rather that finding the big insight. Most strategists aren’t really allowed to do their job because clients which is to find the big insight or uncover a new insight altogether. However, they shouldn’t hinder the creatives in return by writing a campaign concept rather than a proper strategy.

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Because the creative is doing their job that they are skilled at and using strategy’s work to inform it. They are not doing the job of a strategist. You are asking why strategy can’t just do the creative’s job.

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You’re still not saying it clearly, OP.

It depends on the shop. Not all planners have the capabilities to think creatively, not even the very good ones. Whereas the creatives who aren’t strategic just aren’t good creatives at all. Some shops give a shit some doesn’t. The ones who do would know the difference.

lol no

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