a strategist’s convictions
what I believe to be true as read and experienced during my journey as a strategist in advertising ✌🏻
a strategist’s convictions
The role of planning/strategy is point imagination and resources (time, people etc) in the right tasks that matter (so that they can have maximum effect). Identifying and articulating the task with imagination and rigour is at the heart of a planner’s role. It’s the art of choice and point of greatest leverage.
— W+K's Martin Weigel on our industry’
... See moreDon’t focus on giving people they thing you know they’ll accept, give them the thing that you know will move the needle.
Jon Crowley • Why you aren’t getting better.
Everything done at an agency has several audiences. Bad work happens when you pick the wrong one, and unfortunately, you will be constantly encouraged to pick the wrong one.
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strategy is the very human act of imagination. ‘Seeing’ what does not yet exist. Seeing things as they could be. As we would want them to be.
‘Strategy is the very human act of imagination’
We say that the most powerful work operates through evoking visceral, emotional responses, yet we’ve been seemingly conditioned to believe that critiquing and evaluating is the professional necessary first step. But the fact is that we can’t truly feel an idea, we can’t truly live an idea if we’re standing on the outside and looking in being clever... See more
Martin Weigel • The subtle art of stepping into an idea — Martin Weigel
Is it clear to you when a trend forecast is coming from amateurs versus the professionals?
ES: I mean, no. I think an amateur and a professional have kind of an equal chance at hitting the nail on the head. True flashes of cultural insight happen where you’re lucky enough to just put the right words against the cultural phenomenon at the right momen... See more
ES: I mean, no. I think an amateur and a professional have kind of an equal chance at hitting the nail on the head. True flashes of cultural insight happen where you’re lucky enough to just put the right words against the cultural phenomenon at the right momen... See more
SSENSE: Luxury fashion & independent designers
It just means that in an industry where divergent thinking is an advantage, your divergent thinking is pulling from the same sources as your contemporaries.
(This is the “best practices” problem. When a platform or channel tells you what the best practices are, it’s a list of 1) what everyone is going to be doing for the next year, 2) guidelines for... See more
(This is the “best practices” problem. When a platform or channel tells you what the best practices are, it’s a list of 1) what everyone is going to be doing for the next year, 2) guidelines for... See more
Jon Crowley • Why you aren’t getting better.
best practices now are merely ‘filling the pits’ not building peaks
the process. The project based structure of much agency work has resulted in the systemic destruction of enthusiasm. Agencies want so mad to be taken seriously, they stop themselves from having the fun that good work requires.
ESTRATIJIRONES vol 156.
where is the fun!!!