The Insight Starts
with the Outlook
4A’s 2013 STRATEGY FESTIVAL
JEN BURKEY
OCTOBER 29, 2013
JEN BURKEY

ACCOUNT PLANNER
@JENBURKEY
JEN BURKEY

ACCOUNT PLANNER
@JENBURKEY

The Goal
JEN BURKEY

ACCOUNT PLANNER
@JENBURKEY

The Goal

Revitalize the role of strategy
JEN BURKEY

ACCOUNT PLANNER
@JENBURKEY

The Goal

CLIENTS DON’T WANT TO PAY FOR IT

Revitalize the role of strategy
JEN BURKEY

ACCOUNT PLANNER
@JENBURKEY

The Goal

CLIENTS DON’T WANT TO PAY FOR IT
CREATIVES DON’T ALWAYS VALUE IT

Revita...
JEN BURKEY

ACCOUNT PLANNER
@JENBURKEY

The Goal

CLIENTS DON’T WANT TO PAY FOR IT
CREATIVES DON’T ALWAYS VALUE IT
ACCOUNT...
“What do you do?”
“What do you do?”
“I work in strategy and
research at an ad agency.”
“So ... you make Powerpoints?”
The Problem

AND WHAT CAN WE DO ABOUT IT?
Lost In Translation
IT’S NOT HARD TO IMAGINE WHY PEOPLE MAY NOT BE
ABLE TO SEE VALUE IN WHAT WE DO WHEN THEY CAN’T
ALWAYS ...
Swiss Army Knife Paradox

WITH EACH STRATEGY& TOOL THAT WE ADD TO
OUR ARSENAL, WE RUN THE RISK OF
OBSCURING OUR PRIMARY PU...
Primary Purpose

PROVIDE A POINT OF VIEW ON CONSUMER
AND CLIENT REALITIES THAT CREATES
SMARTER SOLUTIONS
Strategy&
HOW DO WE MOVE FROM BEING A
VALUE-ADD TO A VALUE ON OUR OWN?
Beyond the Big Idea

WE, AS STRATEGISTS AND AS AN INDUSTRY,
NEED TO INNOVATE AND INCORPORATE A
SPIRIT OF CREATIVE ENTREPRE...
Solve Better Problems

IT’S NOT ENOUGH TO DO THINGS BETTER,
WE HAVE TO DO BETTER THINGS
Be the Voice of Change
CHALLENGE COMPLACENCY
AS THE STATUS QUO
Renew a Human & Future Focus

LESS JARGON, LESS LOOKING BACK
Be the Architects of What’s Next
THE BEST WAY TO PREDICT THE FUTURE
IS TO INVENT IT
Be Fearless

TOGETHER, LET’S MAKE THIS THE MOST
EXCITING TIME TO WORK IN STRATEGY
JEN BURKEY

ACCOUNT PLANNER
@JENBURKEY

Thank You
Jen Burkey - Inspire! winner - 4A's Strategy Festival 2013
Jen Burkey - Inspire! winner - 4A's Strategy Festival 2013
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Jen Burkey - Inspire! winner - 4A's Strategy Festival 2013

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Jen Burkey, Sanders\\Wingo Advertising, "The Insight Begins with the Outlook" presentation from 4A's Strategy Festival 2013. More info at http://www.4asstrategyfestival.com/

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Jen Burkey - Inspire! winner - 4A's Strategy Festival 2013

  1. 1. The Insight Starts with the Outlook 4A’s 2013 STRATEGY FESTIVAL JEN BURKEY OCTOBER 29, 2013
  2. 2. JEN BURKEY ACCOUNT PLANNER @JENBURKEY
  3. 3. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal
  4. 4. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal Revitalize the role of strategy
  5. 5. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal CLIENTS DON’T WANT TO PAY FOR IT Revitalize the role of strategy
  6. 6. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal CLIENTS DON’T WANT TO PAY FOR IT CREATIVES DON’T ALWAYS VALUE IT Revitalize the role of strategy
  7. 7. JEN BURKEY ACCOUNT PLANNER @JENBURKEY The Goal CLIENTS DON’T WANT TO PAY FOR IT CREATIVES DON’T ALWAYS VALUE IT ACCOUNT PEOPLE TRY TO SUBSTITUTE FOR IT Revitalize the role of strategy
  8. 8. “What do you do?”
  9. 9. “What do you do?” “I work in strategy and research at an ad agency.”
  10. 10. “So ... you make Powerpoints?”
  11. 11. The Problem AND WHAT CAN WE DO ABOUT IT?
  12. 12. Lost In Translation IT’S NOT HARD TO IMAGINE WHY PEOPLE MAY NOT BE ABLE TO SEE VALUE IN WHAT WE DO WHEN THEY CAN’T ALWAYS DEFINE OR UNDERSTAND WHAT THAT IS
  13. 13. Swiss Army Knife Paradox WITH EACH STRATEGY& TOOL THAT WE ADD TO OUR ARSENAL, WE RUN THE RISK OF OBSCURING OUR PRIMARY PURPOSE
  14. 14. Primary Purpose PROVIDE A POINT OF VIEW ON CONSUMER AND CLIENT REALITIES THAT CREATES SMARTER SOLUTIONS
  15. 15. Strategy& HOW DO WE MOVE FROM BEING A VALUE-ADD TO A VALUE ON OUR OWN?
  16. 16. Beyond the Big Idea WE, AS STRATEGISTS AND AS AN INDUSTRY, NEED TO INNOVATE AND INCORPORATE A SPIRIT OF CREATIVE ENTREPRENEURSHIP
  17. 17. Solve Better Problems IT’S NOT ENOUGH TO DO THINGS BETTER, WE HAVE TO DO BETTER THINGS
  18. 18. Be the Voice of Change CHALLENGE COMPLACENCY AS THE STATUS QUO
  19. 19. Renew a Human & Future Focus LESS JARGON, LESS LOOKING BACK
  20. 20. Be the Architects of What’s Next THE BEST WAY TO PREDICT THE FUTURE IS TO INVENT IT
  21. 21. Be Fearless TOGETHER, LET’S MAKE THIS THE MOST EXCITING TIME TO WORK IN STRATEGY
  22. 22. JEN BURKEY ACCOUNT PLANNER @JENBURKEY Thank You

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