There’s a famous quote, attributed to Truman Capote: “That’s not writing, that’s typing.” He was talking about the prose of Jack Kerouac, but the same could be said about marketing that is created without a well-considered strategy at its core. That is why I provide my clients with the tools and guidance needed to ensure their strategies are bulletproof. Yes, that is right, strategies, plural. To maximize success, it’s essential to have a set of complementary strategies that nest together at different levels –– providing a roadmap for the specific communication being created, as well as at the product, campaign and brand level.
To that end, I have worked with clients to ensure that their creative and strategic briefs are set up to help ensure that creative teams are able to do their best possible work.
The single greatest factor contributing to off-the-mark creative is the lack of a common understanding of the strategic objectives – an understanding of what success means that is shared by everyone from the CFO to the Copywriter.
When it all comes together, the results are profound. To discuss how to ensure your strategy is fully synched to your messaging and creative, contact me.