But I’ve been watching this thing slowly collapse for the better part of a decade now, and I think we’ve reached the point where we can stop pretending otherwise. The model is broken. The economics don’t hold. The retainers have shrunk into project work that makes cash flow a nightmare. The holding companies have been merging and acquiring and... See more

The strategist of the future isn’t going to be a deck-maker who hands off to creative. They’re going to be embedded, fluid, multi-faceted – part strategist, part creative, part cultural translator, part systems thinker.

The work now is faster. More fluid. More intuitive. It doesn’t move in a straight line from brief to execution – it loops and iterates and responds in real time to culture and data and platform changes. It requires people who can think and make across disciplines. It requires proximity to the brand itself – to the inner machinery of the business –... See more