Sometimes Strategy Is Just Unnecessary

I have heard it all before….what comes after a client’s brief must be the ‘strategy’ from account and creative leads. It is just the way it is and always has been.

But I am starting to push back against this and here is why.

Briefs and campaigns are quite varied in nature. Some are festive campaigns that are copied and pasted from year to year with little different whereas others are larger or more unique briefs regarding the brand or a product launch that needs research, thinking, and collaboration across needed parties.

But briefs are becoming more of the first that requires little thinking and more on execution and strategy is still horse-shoed in which results in time and focus being taken away from more important briefs.

Let the strategists fight the larger battles over brand changes or portfolio changes, not on the nitty gritty of the marketing plan.