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Whats this creative strategy thing all about
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Whats this creative strategy thing all about

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  • 1. 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?
  • 2. What’s strategy?“Any darn fool can make somethingcomplex; it takes a genius to makesomething simple.”- Pete Seege
  • 3. How do they do it?
  • 4. WHAT?
  • 5. 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) ‘
  • 6. HOW DOES IT ALL WORK?
  • 7. 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
  • 8. ...andBECAUSE?
  • 9. What doesn’t get measured doesn’t get doneWHAT DOESN’T GET MEASUREDDOESN’T GET VALUED....
  • 10. INSIDE ALL OF USIS HOPE.INSIDE ALL OF USIS FEAR.INSIDE ALL OF USIS ADVENTURE.INSIDE ALL OF IS …A STRATEGIST