What do you learn from interviewing some of the world's best advertising strategists and account planners about their agency's best work?
Fergus O'Carroll hosts the On Strategy Showcase podcast. He focuses on one thing–the stories behind incredible advertising campaigns.
In this episode, I gently encourage Fergus (joking, I totally forced him) into a list of ten things he's taken away from tens of his own interviews. They are:
1. We don't understand enough and need to push for a deeper understanding in our work
2. Don't let the search for an elusive insight ruin a good strategy
3. New shiny objects are killing us
4. There's no one way to plan
5. There's no one truth–there are many truths
6. Don't forget the other 50%
7. Rediscovery is more powerful than reinvention
8. Study the past
9. Develop the brand's voice over time because it won't happen over night
10. There's no shame in your strategy showing
You can find Fergus and his work here: http://www.onstrategyshowcase.com
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Bonus points: Fergus is talking at The Sweathead Do-Together this September. Find details and tickets here: http://www.thedotogether.com
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Find the book "Strategy Is Your Words" and 100 strategy classes at Sweathead here: http://www.sweathead.com
Artificial Intelligence In Advertising - Toygun Yilmazer, CSO TBWA Istanbul
Are Strategy Frameworks Dumb? - Joe Burns, Group Strategy Director, Quality Meats Creative
The Daily Challenges Facing Good Comms Planning - Mani Schlisser, OBERLAND
A World Champion Of The Cannes Young Lions Plus A Contender - Monika Farkašová, David Cerveny
Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy - Dr Anastasia Karklina Gabriel
Stop Collaborating And Listen - Why Do Workshops Defeat Us? - Rob Estreitinho, Salmon Theory
Top Ten Strategist Traits - Live From Hell's Kitchen
How To Have Award-Winning Ideas - Alexandre Kazuo Kubo, Lucas Ribeiro
The Wrongs And Rights Of Brand Strategy Workshops - Camilla Petty
Brand Strategy In Venture Capital - Michael Miraflor
The Techno Mindset For Strategists - Luis Miranda, Strategist & Techno Producer
B2B Marketing Creativity - Carolyn Barclay and David Moore
The Taylor Swift Conspiracy, Creative Teams, and Job Loss - Walk And Talk, Times Square
The Most Important B2B Marketing Ideas With LinkedIn's Ty Heath
The Strategy To Revive One Of The World’s Biggest Fashion Brands - Esprit - Ana Andjelic, Chief Brand Officer
Going Hard On LinkedIn - Alex M H Smith, Basic Arts
How Hallmark Went From Greetings Cards To Advertising Agency - Trish Berrong
Your Personal Development Plan Template - Hell's Kitchen, NYC
Better Relationships With The Creative Department - Anirban Roy, Head of Strategy at Wieden + Kennedy, India
Humor In Advertising - What Does The Research Say? - Polly Wyn Jones, Kantar
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