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?

“Any darn fool can make something

complex; it takes a genius to make

something simple.”

- Pete Seege

What’s strategy?

How do they do it?

WHAT?

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 + WhyWho + 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

BECAUSE?...and

WHAT DOESN’T GET MEASURED DOESN’T GET VALUED....

What doesn’t get measured doesn’t get done

INSIDE ALL OF US IS HOPE.INSIDE ALL OF US IS FEAR.INSIDE ALL OF US IS ADVENTURE.

INSIDE ALL OF IS … A STRATEGIST