"It's a maxim that Tim Delaney holds close and one that I hear regularly from him. It is, naturally, a point well made. All brands should aim to be part of 'the conversation'. But in today's fragmented media landscape, simply speaking up is not enough to guarantee being heard. So, what's your strategy to get heard?"
"What better way to build a strategy than through a team of whip-smart strategic thinkers? In a world in which AI continues to threaten to eat the lunch of agencies, it should be our strategic prowess, along with our creativity, that sets our industry apart. These two disciplines, beyond all others, define our value. We are specialists, or should be, in understanding the wants and needs of our audiences and then finding creative (literally) ways for brands to connect with them."
Strategy should be prioritized as the defining capability of the creative industry to ensure brands are heard in a fragmented media landscape. Big budgets help presence but do not substitute for a clear strategy; many well-funded ideas have failed on ROI. Agencies must emphasize strategic thinking alongside creativity to preserve distinctive value as AI threatens traditional roles. Building strategy through skilled strategists enables better understanding of audience wants and needs and the design of creative connections. Survey data shows widespread concern: a large majority of strategists see strategy at a crossroads and many view it as expendable.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]