← All thinking
Essay·Marketing Strategy·4 min read
Creativity is the strategy
Why splitting 'strategy' and 'creative' is the most expensive mistake in marketing.
Somewhere along the way we decided strategy lived in one deck and creative lived in another. The deck went to the planners. The film went to the creatives. The work got worse.
A real strategy is a creative artefact. A real creative idea is a strategic one. Pretending they're different departments is how you end up with smart positioning that nobody can remember, and pretty films that nobody can defend.