1. A bit of thinking....
• What’s a creative strategist?
• How do they do it?
• Why?
• How does it all work?
– Delivering the What?
– Delivering the Why?
• Who + When + Where
– Because
And why should you care?
2. What’s strategy?
“Any darn fool can make something
complex; it takes a genius to make
something simple.”
- Pete Seege
5. Why?
• Simplicity defines (or re-frames)
business objectives
• Sainsbury’s– ‘Grow the business by
2.5 billion over 3 years’ was reframed
to ‘get every customer to spend £1.14
more on every transaction’ and then
‘Try Something New’ was born in 30
minutes) ‘
7. What + Why
Who + When + Where
• Who- audience insight
• When- message delivery
• Where-channel thinking
–you have a core thought but it should
be fluid, evolving and allow you to do
several things simultaneously and build
on the ideas that work