"With the world moving quickly, strategists have had to somewhat go with the flow in 2022. So said experts in the area from The Drum Network's APAC chapter when we gathered them together recently. Sure, it has been the year that most brands and mainstream media finally started paying attention to web3. But it has also been a rollercoaster. "There was lots of educating, lots of immersions, lots of pivoting in production before we were launching","
""I personally take it as a strategic responsibility, and it falls on everyone within the business [...] but I think it really is the role of a strategist, at the moment, to be understanding of chief marketing officers (CMOs) and how they're allocating budget and where they're working with their teams - and help us better sell into those""
Marketing strategists must adapt rapidly as economic pressures tighten budgets and demand greater flexibility. Web3 attracted widespread attention but required substantial education, immersion, and production pivots before campaigns could launch. Brands should avoid siloing talent to fixed projects and instead open discussions that let teams explore alternate initiatives. Strategists should take strategic responsibility to understand CMOs' budget allocation and team workflows and tailor propositions to match. The role is shifting from operational activation toward consulting partnership, requiring clear methodologies, frameworks, demonstrable results, and the ability to convince clients of the strategist's value.
Read at The Drum
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