When I started in strategy, it was all a bit well, confused.
I’ve put together a list not only to help you improve on writing strategies, but to understand the dynamics of the department based on my many mistakes.
Tip 1: Brevity
“So, what’s the strategy?”
One of the most valuable learnings in my strategic career is the power of brevity.
Brevity is the practice of being concise and precise in your choice of words.
Those who lack brevity, lack clarity.
You can normally tell when you hear the following in response to the question: “So, what’s the strategy?”
”Well its this sort of this thing, and-and-and something else…kinda”
Sound familiar? We’ve all been there.
My theory is, when planners and strategists feel uncertain, they add vs taking away.
After all, more data = better strategy right?
Wrong. Like a great pan sauce, reducing the strategy just to it’s essence helps to create clarity.
There’s nowhere for nonsense to hide when you exercise brevity which will be greatly appreciated by your client and creative team.
Here’s an example of a strategy which exercises brevity using Mark Pollards 4 Points framework:
Agency: RPM
Client: DIAGEO
Brief: “Help Captain Morgan become synonymous with Halloween”
Problem:
Gen-Z reports the highest social-anxiety levels of any age group, heightened during big social moments.
Insight:
However, Halloween allows Gen-Z to showcase their creativity and could be a great social leveller as everyone is hiding behind their masks and make-up.
Advantage:
Our brand platform ‘Spice On’ is you unapologetically doing you, adding something original, unique, different to the mix that makes it more fun.
Strategy:
Show that Captain Morgan helps you express your creative side this Halloween.
Creative proposition:
GLOW IN THE DARK
Tip 2: Strategy is a story
“The category is on fire… but we’re dead in the water”
Brand managers sit through hundreds of strategy presentations each and every year.
They are as human as you and I.
I would offer therefore your 100+ slide data monster probably isn’t going to land.
Instead, your strategy needs a narrative. Full of twists and turns, heroes and villains and yes, tough love goes a long way.
Each and every client presentation should be enjoyable.
Your measure of success is:
"I understand, I get it, I like it”
Smiles, laughs, smirks, eye widening all very welcome.
It’s a performance.
Tip 3: Be humble
“I don’t think we can work with this…”
A review from one discerning design director during an interview process.
I’ve learned over the years that hard to hear feedback like this, is some of the most valuable.
If you can put the intellectual ego aside for a second, and view the feedback as a way of improving, you’ve conquered half the battle.
“If we just apply some common-sense” is probably a sub-optimal way to address the new account managers query on the strategy.