Creatives want planners to give them inspiring insights, single-minded propositions, and clear problem statements. Clients want frameworks, effectiveness, a bit of retro-engineering every now and then, and lately also crisis management advice. Planning heads want gut, empathy, curiosity, and interesting methods to unearth human truths. Suits usually want pretty PowerPoint decks. But what about agency heads? Do they even care? This talk aims at giving a (slightly biased) perspective on agency leaders’ expectations for strategists. It will answer questions such as ‘what’s the value of strategy from an agency leadership perspective’ or ‘how do planners fit into the company’s overall growth agenda’. The topics covered also provide a blueprint for convincing agency leaders of strategy’s worth in case they’re too short-sighted to see it.