THE ROLE OF

STRATEGY

WHERE ARE WE GOING AND HOW DO WE GET THERE?

WHAT WE’LL COVER

Understanding Strategy

Strategy, Truth and Ethics

The Strategic Process

Strategic Thinking Style

Our Holistic Process (Discussion)

WHAT’S YOUR UNDERSTANDING?

SOME WAYS TO CONSIDER STRATEGYStrategy is the internal response of an organization to the demands of the external environment from a general point of view.

It’s creating a truth based map of the outside world and where you’re going within it.

It’s an informed logic for making one set of choices rather than another.

It’s a container for decisions and ideas.

It’s a start point for creativity

STRATEGY VS TACTICS

If one thinks of strategy as a block of marble, then tactics are the chisel with which a master operates, in creating works of (chess) art.

- Tigran Petrosian, Chess Grandmaster, 1963-69

STRATEGY, TRUTH & ETHICS

OLD SCHOOL, MANIPULATION

NEW SCHOOL, RESONANCE

RESONANCE & CONNECTION HARNESS TRUTH

THE POWER OF TRUTH

Steel holds that consumers are the be-all end-all of all advertisers’ efforts and advertising in itself is the means to get to them.

The consumer is the core, the heart, the very substance of advertising.

He laments the fact that many times, due to the inability of clients and agencies to strike a balance between creativity and commercialism, the consumer aspect is ignored and this proves unhealthy for the campaign.

BUT WHAT IS TRUTH?

UNIVERSAL TRUTH = MYTHS, ARCHETYPES

Dreams, passions, values and beliefs swirl around in our collective unconscious.

They are an essential part of storytelling (myth) and are tapped by advertising

Something we can all relate to and can all agree are true

UNIVERSAL TRUTH = MYTHS, ARCHETYPES

Myths:

Shared human stories, collective truths

Myth transcend cultures, races, religions

Archetypes:

The true characters in the myth

Shared human characters and roles

A source of common human identification

E.G: the Hero, the Magician, the Ruler, the Explorer, the Outlaw, the Mother, the Father, the Fool, the Wise Man

GLOBAL RESONANCEA MODERN LEDGEND

THE EXPLORER ARCHETYPE

THE OUTLAWARCHETYPE

THE WARRIOR (US COWBOY)ARCHETYPE

CONSCIOUS HUMAN TRUTH = INSIGHTS

An “insight” for advertisers is a truth hiding in plain (conscious) sight.

“All truths are easy to understand once they are discovered. The point is to discover them” (Galileo)

Great advertising makes these discoveries; it finds these insights.

And a lot of intuitive people in the business dig deep into our culture, attitudes and product benefits to uncover insights.

A FOOD THAT MAKES YOU STRONG AND POWERFUL

AN ENERGY DRINK THAT HELPS YOU IN THAT CRITICAL MOMENT

A RUNNING SHOE THAT ENCOURAGES YOU TO GET OUT AND RUN

TRUTH, LIES AND ADVERTISING

In spite of universal and human truths, the advertising industry often seems underhand. Why?

Because some in the business choose to lie, twist or pervert truth to satisfy a perceived “higher goal” e.g. the bottom line, a quick sale, a flash of attention.

Breaches of truth are bad for the society, advertising industry, business and consumers.

And are very risky in this more social era of transparency and empathy

BERNSTEIN’SPERVERSION OF TRUTH

WEB 2.O SOCIETY ARE NOT NAÏVE

Truth resonates, connects and develops relationships

Lies stink, alienates and creates interpersonal disconnect

Good strategy, is a wise strategy that observes the wider impact

It builds long term relationships for mutual benefit

Bad strategy, may seem clever but be inherently foolish

It may achieve a short term tactical goal,

but bears a huge risk of backlash

THE STRATEGIC PROCESS

THE STRATEGIC FLOW1. Get informed through data and research

2. Find the human truth or need (insight)

3. Build a truth-based map that unites business objectives with human insight (planning)

4. Use the plan to inform the creative/development process, ensuring it meets both business objectives and addresses the overarching human insight

5. Leverage live data to tweak and optimize tactics in real time

CLEAR THINKINGSMART STRATEGY

Specific

Measurable

Attainable

Relevant

Timebound

THINKING STRATEGICALLYStrategy is a process of asking questions, finding answers and selecting the information most relevant to the overall goal

Where are we now?

What is our business context & current goal?

What is our surrounding socio-cultural landscape?

Who are we serving?

What does their world look like?

What is our people focused purpose?

What problem can we solve?

What need can we fill?

How do we get there? What tactics should we employ?

How do we measure success?

STRATEGIC FUNNELING

Social/Cultural Trends

Brand Vision/Mission

Business Goals

Strategic Plan

Insight

Creative & Technical Visions

Tracking & Optimization

STRATEGY & THINKING STYLE

STRATEGYAND MINDSET

Let’s discuss:

What processing modes do you pay most attention to in your daily roles?

STRATEGY UNITES THINKING STYLES

THE BRIDGE OF INSIGHT

Strategic Goals Inform everything

InformationEditing

Idea Selection

ReductiveThinking

ExpansiveThinking

REDUCTIVE VERSUS EXPANSIVE THINKING

It’s important to know what type of thinking to use, depending what process you are in.

Let’s discuss:

• What type of thinking is brainstorming?

• What type of thinking is concept selection?

• What type of thinking is campaign optimization?

OUR HOLISTIC PROCESS

DEVELOPMENT FOR DIGITAL

1. Find the human truth

2. Build a strategic plan

3. Creatively imagine

4. Technically Manifest

5. Optimize

DISCUSSION

How can we best integrate the strategic, creative and technical processes?

Example: Big Spaceship, New York