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

3. How do they do it?

4. WHAT?

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) ‘

6. HOW DOES IT ALL
WORK?

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

8. ...and
BECAUSE?

10. What doesn’t get measured doesn’t get done
WHAT DOESN’T GET MEASURED
DOESN’T GET VALUED....

11. INSIDE ALL OF US
IS HOPE.
INSIDE ALL OF US
IS FEAR.
INSIDE ALL OF US
IS ADVENTURE.
INSIDE ALL OF IS …
A STRATEGIST