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Whats this creative strategy thing all aboutPresentation Transcript
A bit of thinking....• What’s a creative strategist?• How do they do it?• Why?• How does it all work? – Delivering the What? – Delivering the Why? • Who + When + Where – Because And why should you care?
What’s strategy?“Any darn fool can make somethingcomplex; it takes a genius to makesomething simple.”- Pete Seege
Why?• Simplicity defines (or re-frames) business objectives • Sainsbury’s– ‘Grow the business by 2.5 billion over 3 years’ was reframed to ‘get every customer to spend £1.14 more on every transaction’ and then ‘Try Something New’ was born in 30 minutes) ‘
HOW DOES IT ALL WORK?
What + Why Who + When + Where• Who- audience insight• When- message delivery• Where-channel thinking –you have a core thought but it should be fluid, evolving and allow you to do several things simultaneously and build on the ideas that work
What doesn’t get measured doesn’t get doneWHAT DOESN’T GET MEASUREDDOESN’T GET VALUED....
INSIDE ALL OF USIS HOPE.INSIDE ALL OF USIS FEAR.INSIDE ALL OF USIS ADVENTURE.INSIDE ALL OF IS …A STRATEGIST