Whats This Creative Strategy Thing All About

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 something complex; it takes a genius to make something simple.” - Pete Seege

How do they do it?

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

...and BECAUSE?

What doesn’t get measured doesn’t get done WHAT DOESN’T GET MEASURED DOESN’T GET VALUED....

INSIDE ALL OF US IS HOPE. INSIDE ALL OF US IS FEAR. INSIDE ALL OF US IS ADVENTURE. INSIDE ALL OF IS … A STRATEGIST

http://innovationfeeder.wordpress.com	1242
http://jyesmith.com	144
http://innovationfeeder.com.au	137
http://katiechatfield.wordpress.com	84
http://www.slideshare.net	37
http://adspace.blogspot.com	6
http://translate.googleusercontent.com	4
http://www.netvibes.com	3
http://74.125.77.132	1
http://webcache.googleusercontent.com	1
http://209.85.135.132	1
http://us-w1.rockmelt.com	1
http://www.linkedin.com	1

Whats This Creative Strategy Thing All About

by Katie Chatfield

Accessibility

Categories

Upload Details

Usage Rights

13 Embeds 1,662

Statistics

Whats This Creative Strategy Thing All About Presentation Transcript