The document discusses the relationship between creative strategy and strategic creative in advertising. It argues that while a creative idea is just one part of an advertising campaign, the underlying strategy is what ensures it is effective. Several examples are given of companies that prioritized strategic goals like making music widely available or social sharing, which resulted in significant business successes. The document suggests that as long as the strategic objective can be discerned in the creative work, the precise balance between strategy and creativity is less important than whether the strategy resonates with consumers.

1. CREATIVE
STRATEGY
OR
STRATEGIC
CREATIVE
WHERE’S
THE
LINE,
AND
WHO
CARES?
Monday, 10 June 13

2. A
CREATIVE
IDEA
IS
JUST
THE
ICING
ON
THE
CAKE
OF
ADVERTISING.
Monday, 10 June 13

3. STRATEGY
IS
WHAT
MAKES
IT
RIGHT.
CREATIVE
IS
WHAT
MAKES
IT
GOOD
Monday, 10 June 13

4. Monday, 10 June 13

5. Monday, 10 June 13

6. Monday, 10 June 13

7. STRATEGY
=
NAKEDISH
CELEBS
&
STUPID
NEWS
RESULT
=
125m
visits
pm.
BIGGER
THAN
BBC.
BIGGER
THAN
REUTERS.
THE
BIGGEST
ONLINE
NEWSPAPER
-­‐
IN
THE
WORLD
Monday, 10 June 13

8. Monday, 10 June 13

9. Monday, 10 June 13

10. STRATEGY
=
MAKE
MUSIC
AVAILABLE
RESULT
=
FASTEST
GROWING
DIGITAL
MUSIC
COMPANY
EVER
APPLE
PLAYING
CATCHUP
GOOGLE
PLAYING
CATCHUP
Monday, 10 June 13

11. Monday, 10 June 13

12. STRATEGY
=
SHOW
THE
PRODUCT
WORKING
RESULT
=
BIGGEST
SELLING
TECH
DEVICE
IN
THE
WORLD
SAMSUNG
TRAILING
WITH
3x
WORLDWIDE
MEDIA
SPEND
Monday, 10 June 13

13. Monday, 10 June 13

14. STRATEGY
=
SHARING
RESULT
=
1.11BILLION
USERS
NOTHING
TOUCHES
FACEBOOK
IN
TERMS
OF
SOCIAL
MEDIA
Monday, 10 June 13

15. MAYBE
TOO
MUCH
‘IDEA’
CAN
BE
A
BAD
THING
IF
THE
STRATEGY
CAN’T
BE
SEEN?
Monday, 10 June 13

16. Monday, 10 June 13

17. STRATEGY
=
MAKE
MYSPACE
COOL
AGAIN
RESULT
=
?
TBC
(BUT
THEY
HAVE
STARTED
OFFERING
‘CLASSIC’
MYSPACE
AGAIN)
Monday, 10 June 13

18. BUT
OF
COURSE
THERE
IS
THE
SWEET
SPOT
Monday, 10 June 13

19. http://www.youtube.com/watch?v=bRoV6yuxz9U
Monday, 10 June 13

20. IF
THE
STRATEGY
ISN’T
SHOWING
A
LITTLE
BIT
-­‐
THEN
MAYBE
THE
POINT
HAS
BEEN
LOST,
BECAUSE
IF
PEOPLE
DON’T
GET
WHAT
WE
WANT
THEM
TO
IT
HASN’T
WORKED.
Monday, 10 June 13

21. AND
ANYWAY,
WHOS
CARES?
Monday, 10 June 13

22. THERE
IS
ALWAYS
ROOM
FOR
A
GOOD
IDEA,
ALWAYS.
BUT
I
THINK
WE
AS
‘IDEAS
PEOPLE’,
IN
THIS
ROOM,
GET
HUNG
UP
ABOUT
THAT
MORE
THAN
THE
MOST
IMPORTANT
PEOPLE
IN
OUR
JOB,
THE
CONSUMERS.
Monday, 10 June 13