Introducing strategy

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Introducing strategy

  1. 1. STRATEGY PLANNING
  2. 2. PLANNING STRATEGY
  3. 3. COMMUNICATIONS DESIGNER? BUSINESS ANALYST? STALKER? CULTURAL BAROMETER? THINKER? IDEATOR? CREATIVE? STRATEGIST? BRAINSTORMER? INSIGHT MINER? FUTUROLOGIST? SOOTHSAYER? OBSERVER? BRAND GUARDIAN? STORY TELLER? COMMENTATOR? BRIEF WRITER? ANTHROPOLOGIST? VOICE OF THE CONSUMER? WRITER? THE CHAMPION OF EFFECTIVENESS? RESEARCHER? IDEAS ORGANISER?
  4. 4. = COMMUNICATIONS DESIGNER? BUSINESS ANALYST? STALKER? CULTURAL BAROMETER? THINKER? IDEATOR? CREATIVE? STRATEGIST? AKA “THAT COOL JOB THAT NO ONE IS REALLY SURE HOW TO DESCRIBE” BRIEF WRITER? ANTHROPOLOGIST? VOICE OF THE CONSUMER? WRITER? THE CHAMPION OF EFFECTIVENESS? RESEARCHER? IDEAS ORGANISER?
  5. 5. WHAT IS IT?
  6. 6. …making ideas distinctive and relevant
  7. 7. HOW?
  8. 8. …through insight into people, exploring their expectation of brands and understanding the world that both live in
  9. 9. WHEN?
  10. 10. …before, during and after the creative brief, inspiring, guiding and measuring creative work
  11. 11. WHY?
  12. 12. …because great creative work is inspired by understanding the brand it’s built for, the people it’s crafted for and the world it must live in.
  13. 13. Creativity without Strategy is like a fireworks display in the gobi desert. Spectacular but ultimately pointless.
  14. 14. Strategy without Creativity is like root canal surgery, eminently sensible but not particularly appealing.
  15. 15. Creativity & Strategy not only co-exist but inform and inspire one another. When one dominates the work suffers.
  16. 16. david adamson @curiousclutter

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