I read someone’s bio on LinkedIn yesterday and it referred to them as “A strategic and creative thinker, adept at helping companies execute for growth and deploy brand effectively.” Who wouldn’t want to do business with someone like that? Well, as someone who grew up in the advertising business, this statement might be considered a straddle. Some would argue it takes different bones to build a strategic person than it does a creative person. Back in the day, you were either in the creative department or other less creative departments, e.g., media, account management, or research. So as much as I appreciate the straddle, muscle memory keeps me from believing creative and strategic can live in the same body. Oh, the scar tissue!
Today rather than chose a label I prefer to identify via the process. I am a planner. A brand planner.
In ad agencies, a brand planner’s job it to feed the creative people so the work can shine. Planners provide direction and insights that stimulate great work. Whether that stim is creative or strategic is unimportant so long as the work is effective. And effective for the right reasons. Yet when working directly with marketers who want help with their brands I find they don’t want a creative person at the table or a strategic person at the table, they want someone who understands them and their business. Someone who can deliver a plan for business improvement. A plan they can analyze. And approve. And implement.
There goes another layer of scar tissue.