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There's quite a bit I'm NOT saying here. Here's what I'm not saying. I'm not saying creatives are not strategic. I'm not saying strategists are not creative. Both can be, and typically are, both. But rarely is any one person GREAT in both disciplines (only the 0.1% do both amazingly). Many creatives will agree that the best brief is a tight one filled with insights that come from in-depth research and connecting dots. Strategists are the ones who produce this. Likewise, many strategists will agree that it's challenging to come up with compelling and insightful approaches to get a message across in relevant and impactful ways. Creatives are the ones who fulfill this. Both contribute to their deliverables via insights derived from deeply understanding an audience's behavior, psychology, etc. It comes from experience and actively researching relevant signals in their respective domains. Collectively, great strategists and creatives produce some of the most memorable content and campaigns that grow revenue, win awards, and leave a lasting impact on an audience. My point is that each team needs the other. But, there tends to be a "friendly friction" of sorts between these types of teams, akin to a sports rivalry. Each has a hard time understanding where the other is coming from and tends to think that neither contributes as they think they ought to or that the output is subpar (judging from their respective POVs of course). Each side also tends to underestimate what it takes to produce the work each side ultimately delivers. And sure, there are subpar teams out there, just as there are subpar sports teams. But, generally speaking, there are talented and motivated colleagues who care to produce good work within their collective limitations. It's important to acknowledge this and find ways to actively collaborate better because your organization/team depends on it. Lastly, as the bonus comment states, strategists and creatives are only as good as their operations colleagues in smoothly and sustainably scaling the output of their combined efforts. Typically an often overlooked role, the ops. person/team is mission-critical to success. It's a thankless job that deserves more credit than it's typically given. If only there was a Cannes ops. award. 😅 Anyways, I'd love to hear your opinion in the comments about this or if you too have witnessed this friendly rivalry in action and perhaps how it was improved if you have an anecdote to share.

Reflections on My First Year at a Creative Agency After almost a year working at a creative agency, I’ve had some time to reflect on my journey so far as a strategist. What stands out the most is how much room there is to grow, not just professionally but personally. The opportunities to network, sharpen your skills, and expand your career are immense. A creative agency has this unique ability to open your mind to endless possibilities. What I’ve come to realize is that working in an agency doesn’t lock you into a single path. You can either decide to deepen your expertise within the agency world or take what you’ve learned and build yourself up to fit into other diverse industries. The flexibility is one of the biggest advantages. Over the past few months, the most valuable lesson I’ve learned is this: staying relevant in the media space requires agility. The ability to catch up with trends whether it’s consumer behavior, social media shifts, or how brands evolve their marketing strategies is what keeps you in the game. The landscape changes daily, and being adaptable is key. Ultimately, working in a creative agency isn’t just about delivering results for clients. It’s about embracing continuous learning and staying ahead in an ever-changing industry, which makes it both challenging and rewarding. #strategy #creativeagency #communications

Breadth of training predicts breadth of transfer 📝🏋️ That is what David Epstein found when writing his best-selling book RANGE And it is something all advertising professionals can learn from In a specialized business environment, creative agencies and their strategists are missing the plot and have found themselves at a crossroads 📘 Contagious Radar Report 2024 found that 42.3% are not sure how to solve for the creative agency model crisis but that it boils down to how we value creativity 🛳️ Miriam Plon Sauer wrote in The Drum "We shouldn’t be concerned with whether we’re seeing the tip of the iceberg but rather how fast the ship is sinking” 🤯 Instead of our obsession with insight, Zoe Scaman said, "Often what we really need isn't some glorified, pithy higher truth, but a better understanding of the messiness & complexity of human lives” 👇🏼 RANGE might have the answer for strategists. Read about it below. https://lnkd.in/exVZudDM #strategy #commsplanning #brand #creative #creativity #adagency #advertising #insight #planning

I think it’s fair to say that we probably speak to more disgruntled creatives than most other businesses. And there are few CCO’s in the industry that have a 100% UNKNOWN feedback scorecard. Rob and Laurence (Lol) on the other hand… have an annoyingly glimmering scorecard. Not. One. Bad. Word. And, that is genuinely remarkable. But, if you spend 45 minutes with them, you figure out why. I could tell you it’s because Lol will have you belly laughing in minutes. I could tell you it’s because, despite their awards, they are deeply humble. I could tell you its because Rob has some of the best philosophical wisdom one liners I’ve heard. But it’s none of that… They make you feel seen. Listened to. And unique. Their secret is not just to just make every piece of work more impactful for their clients, but for every client / creative/ suit/ strategist to move closer to wherever they want to get to with every project they work on together. So, when we got the M&C Saatchi Group CCO search, who else, but Rob and Lol to build a department that re establishes one of the strongest agency brands out there. Combine that Direct Cannes Grand Prix thinking with Zaids C4 Craft execution and, my goodness, M&C Saatchi might well become the agency of the next decade. Well done to Sam Winward for making that happen. UNKNOWN

Marketing Insights from the Past: Lessons Learned Reflecting on my journey in marketing and advertising brings back a wealth of memories, each filled with valuable lessons and insights that have shaped my career. Here are a few standout insights that hold timeless lessons for anyone in the field: 1. The Power of Visibility One of the earliest lessons I learned was encapsulated in the phrase, "Joh dikhta hai woh bikta hai" (What is seen is sold). An early campaign taught me the importance of visibility in marketing. If your audience can't see you, they can't buy from you. 2. Consumer-Centric Approach The principle "Khayega toh kharedega" (If they consume, they will purchase) became a cornerstone of my strategy. Direct experience can significantly influence buying decisions, as I learned from the success of various customer experience-led campaigns. 3. Embracing Change and Challenges Reflecting on the adage "Joh hota hai ache ke liye hota hai" (Whatever happens, happens for good), I recall moments when unforeseen challenges forced us to pivot our strategy. These experiences taught me to remain adaptable and view challenges as opportunities for growth. 4. The Impact of Collaboration Collaboration has been another critical element of success. Effective teamwork can amplify efforts and yield extraordinary results, as I have seen time and again in my career. 5. Importance of Personal Touch in Campaigns Personal stories and genuine connections can elevate a campaign from good to great. Authentic passion and real-life stories resonate deeply with audiences, making campaigns more impactful. 6. Leveraging Ancient Wisdom with Modern Trends Blending traditional knowledge with contemporary lifestyles creates compelling narratives. This approach emphasizes the relevance of ancient wisdom in today's fast-paced world, making marketing messages more relatable and engaging. These insights are more than just memories; they are lessons that continue to guide my approach to marketing and advertising. As I look back, I am grateful for the experiences, the challenges, and the people who have been part of this journey. Each campaign, successful or otherwise, has contributed to a richer understanding of the art and science of marketing. Here's to many more insights and lessons ahead! Feel free to connect and share your own marketing insights. Let's learn and grow together! #MarketingInsights #AdvertisingLessons #ConsumerEngagement #MarketingJourney #ProfessionalGrowth #Collaboration

Here are 7 potential lessons you might glean from Denise Brosseau's book "Ready to Be a Thought Leader?": Identifying Your Niche and Expertise: 1. Find Your Passion at the Intersection of Skills and Needs: The book likely encourages you to identify the area where your interests, expertise, and credibility converge with a pressing problem that needs solving. This sweet spot becomes the foundation of your thought leadership platform. 2. Sharpen Your Insights and Develop a Unique Voice: "Ready to Be a Thought Leader?" could guide you in honing your insights and developing a distinct voice to stand out from the crowd. This unique perspective will attract and engage your target audience. Building Your Influence and Visibility: 3. Leverage Strategic Storytelling: The book likely emphasizes the power of storytelling to convey your ideas in a memorable and compelling way. Effective storytelling connects with emotions and makes your thought leadership more engaging. 4. Identify and Cultivate Relationships with Key Champions: "Ready to Be a Thought Leader?" might advise you to identify influential people in your field and build relationships with them. Gaining their support can amplify your reach and credibility. 5. Own Your Expertise and Take a Stand: The book could encourage you to transition from being part of a group sharing credit to taking ownership of your ideas and expressing your unique perspectives with confidence. Establishing Yourself as an Authority: 6. Produce Measurable Results and Evidence: "Ready to Be a Thought Leader?" likely emphasizes the importance of demonstrating the impact of your ideas through concrete evidence and measurable results. This solidifies your position as a credible authority in your field. 7. Increase Your Visibility Through Strategic Marketing: The book might advise you on effective strategies to increase your visibility through various marketing channels. This could involve content marketing, social media engagement, or public speaking opportunities. Remember, these are just potential takeaways. Denise Brosseau's book is designed to be a practical guide for aspiring thought leaders. Reading "Ready to Be a Thought Leader?" itself will provide a more comprehensive understanding of her step-by-step process and the specific actions you can take to transform yourself into a recognized authority in your field.......

True story. Client says, "We want you to help us change people's perceptions and their behavior. We want some out of the box thinking. We want something new and different." Agency says, "Yes! This is what we live for!" Agency gets to know the client's customers. Agency mines available data. Agency engages in groundbreaking research methodology. Agency finds an insight. Agency collaborates with the client on the creative brief. Client approves the brief. Agency works tirelessly for several weeks on different campaigns. Agency presents campaigns to client, confident that every campaign is on brief and delivers on the original request to provide ideas that are different, ideas that will change perceptions and behaviors." At the end of the presentation, Client says, "Thank you for all your hard work. Can you make us something that's a little closer to home." This is probably true for just about every industry/profession, whether you're a real estate agent, a sports agent, a therapist, a trainer, a teacher, you name it. That's why it resonates. When this happens, as a strategist, as a creative, as an account executive, what do you do? #agencylife #strategy #insights #funnyfriday

Creativity has reported to be decreasing. And, that deeply worries me. Here's what's been said.... At Cannes Lions 2023, Sir John Hegarty, an advertising leader, spoke about the increase in low-quality and un-engaging work. And, encouraged listeners to stride towards high-quality, meaningful ideas to prevent a further demise in originality in marketing. Why does he think this is happening? 💡The recycling of old concepts 💡 Chasing data over creativity 💡 The deprioritisation of creativity 💡 A decrease in creativity-focused roles 💡 The use of content templates and AI So, what are we doing about it? As a Creativity Director, this is what I do. I nurture, replenish and direct the creativity of marketing teams - starting with the mind first. It's with my work that organisations will learn how to better prioritise what creativity in marketing looks like for them. ✅ Be a supporter of creativity by engaging with this post today. Have an idea instead? You can always reach out to me at hello@creativestrides.co.uk #creativity #director #unscrunch

It was STOPPING me🛑❌ It wasn't just doubt that stopped me from becoming a branding strategist. It was more than that, I know many of you want to become branding expert but there is something that pulls you back. These are: ➡️fear of failure, ➡️lack of experience, ➡️and self-doubt But with perseverance and a hunger for knowledge, I turned those barriers into opportunities. Today, I stand as a testament to the power of resilience and determination. Do you feel the same while stepping ahead? Let's connect and embark on a journey of growth and success together. #BrandStrategist #OvercomingObstacles #BrandManagement #BrandStrategy #BrandBuilding #MarketingStrategy #BrandIdentity #BrandDevelopment #DigitalBranding #BrandAwareness #BrandPositioning #BrandSuccess #socialmediamanager

Insight is only useful if it points you in the right direction, and a strategy is only impactful if it leads you to achieve marketing or organisational objectives. This can only be done if we have empathy for our clients, and understand where they’re coming from and what their internal capabilities and challenges are. That empathy extends to the target audience too – if we don’t put ourselves in their shoes then the strategy will not work. Results aside, our agency has a people-first mindset. We may do business and have goals but we are also humans, working together, no matter our role big or small we mustn’t forget this. It ensures we don’t lose sight of what’s important when engaging in business and life. A reminder to focus on the importance of balance, values and ethics. Our latest article introduces our Strategy Dream Team (Tamara Askew, Elliot Thorne & Sufyan Belhoche) and gives insight into how they deliver impactful and value-led solutions for the agency and our clients💡 Read it in full 👇 https://bit.ly/3Ip08EI