What is a creative strategist?

From its earliest days of structured existence, marketing and advertising has always maintained a strict church/state divide. On one side of the line were the client-facing accounts people; smart experts and savvy analysts who understood markets and media and came up with strategies to help businesses grow. On the other side were the creatives; writers, designers, and blue-sky problem-solvers who understood art and culture and came up with ways to connect to people.

Creative strategists embody the best of both of those worlds.

We’re right-left brain people who bring analytical intelligence to creative expression, and the other way around.

While creative directors oversee creative production work, and brand and media strategists decide what audience to talk to through which medium, creative strategists are media-agnostic and humanist in our approach. We see marketing communication as a complex and powerful force that must serve the business, but also the customer, and the culture at large. We don’t weaponize consumer desire; we build relationships between businesses and audiences. We’re true right-left brain people who bring analytical intelligence to creative expression, and the other way around.

My own brand of creative strategy is a unique and rewarding approach to marketing that seeks to foster permission to speak authentically to customers. When it’s done right it makes decision-making easy because it helps define not just the message and the medium, but the values from which an organization operates, whether they centre around profit and efficiency, or sustainability and contribution.