Ah. Strategy.
This brainfarty post is written for those who can related to the following on a spiritual level:
"Where's the strategy in the brief?"
"What's a good strategy?"
"What's — strategy?"
So here are some things I realised, thanks to advertising.
If you're a copywriter, you are a strategist.
Copywriters are often the invisible strategists in the room.
Because we rewrite the f✨k out of everything.
Strategy isn't "a feeling".
Strategy is a way of thinking — that demands to be re-distilled, re-crystalised and re-written.
In words.
What do great copy and great strategy have in common?
Yes, great writing.
If you're a strategist, and you believe the way you write is unimportant — I have news for you.
If you're a strategist and people love your work.
Because you deliver great insights.
You're probably doing one of these right. Or both!
(1) You're f✨king intuitive
(2) You're f✨king good at research
Wait, get back to your headline. Good strategy is "useful"?
Well.
If it's not useful.
Creatives drop it.
Because?
Because they can't use it.
So, "great" strategy?
The greats ones make your team never wanna to drop the baton.
The great ones, we hold on to it.
Because the great ones inspire.
The great ones — are the souls of great campaigns.
But yes, good strategy is useful.