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) ‘
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