Strategy shouldn’t be a monologue.

We all talk about strategy within our agencies, with our clients and in our pitch materials. Everyone agrees it’s important. It should flow from the brand and drive all activities. But what does strategy really mean? As advertising professionals we know – or should. But unless you work at a multinational agency you’ve probably had clients without a dedicated marketing function. Your contacts are owners, CEOs, or staff in operations or sales. They’re very good at what they do – they might even think they’re very good at what you do.

But you’re at the table for a reason and it’s not to ‘make it pretty’. You’re there to introduce true marketing communication strategy to the discussion. If the client isn’t where they need to be to have those conversations commit the time and educate them. Otherwise you’re just talking to yourself.

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