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You’re a Creative Strategy professional. What are the most common challenges you face?

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As a creative strategy professional, you are responsible for developing and executing innovative solutions that align with your client's goals, brand, and audience. You combine data, insights, and creativity to craft compelling stories and experiences that engage and inspire. However, this is not always an easy task. You may encounter various challenges along the way that test your skills, patience, and adaptability. Here are some of the most common ones and how you can overcome them.

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Jon F.

Founder & CEO at Phantom Analytics | Helping businesses grow with Analytics and Innovative Experiences
Jafar Kazerooni

Creative Strategy Expert | Empowering in-house teams and agencies to create winning campaigns consistently | Insights…
Isabel Portal Díaz

Social Media y Community Manager/Profesora de informática y Tecnología

1 Understanding the problem

Before you can come up with a creative strategy, you need to understand the problem you are trying to solve. This requires thorough research, analysis, and communication with your client and stakeholders. You need to ask the right questions, define the objectives, scope, and criteria, and identify the pain points, needs, and desires of the target audience. Sometimes, the problem may be vague, complex, or multifaceted, and you may have to dig deeper or reframe it to find the core issue and opportunity.

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Jon F.

Founder & CEO at Phantom Analytics | Helping businesses grow with Analytics and Innovative Experiences
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A primary hurdle is to penetrate beyond the apparent problem presented by the client and to uncover the root cause. This involves an in-depth dive into the client's industry dynamics, market stance, and core business aims, ensuring that the solution addresses the fundamental challenge, not just its manifestations.

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Isabel Portal Díaz

Social Media y Community Manager/Profesora de informática y Tecnología
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En una ocasión, trabajando en un proyecto en el que debía ayudar a una empresa de tecnología a mejorar su servicio al cliente, porque estaba recibiendo críticas negativas, comencé a investigar. Revisé los informes de retroalimentación, analicé las métricas de satisfacción y realicé entrevistas con representantes de servicio al cliente y usuarios finales. Algo no cuadraba, identifiqué algunos problemas específicos, pero no había capturado el problema central. Decidí enfocarme más y me reuní con el equipo ejecutivo para comprender mejor sus objetivos estratégicos y su visión a largo plazo. Descubrí que estaba experimentando un rápido crecimiento y que su enfoque en la innovación tecnológica a menudo dejaba de lado la experiencia del cliente.

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Jafar Kazerooni

Creative Strategy Expert | Empowering in-house teams and agencies to create winning campaigns consistently | Insights on creativity, advertising, and AI
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Often, the challenge isn't just about gathering information, but about uncovering the right information. Clients may present a problem with their own preconceived solutions, or be focused on symptoms rather than the root cause. Your role as a creative strategist is to guide the conversation beyond surface-level assumptions. Use strategic questioning, reframing, and tools like empathy maps to dive deeper – what are the unspoken needs? What are the unacknowledged obstacles? This deeper understanding is crucial for developing strategies that truly resonate and create lasting change.

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Isabel Portal Díaz

Social Media y Community Manager/Profesora de informática y Tecnología
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El problema no era simplemente mejorar el servicio al cliente en términos de tiempos de respuesta o resolución de problemas, sino que se trataba de integrar la cultura centrada en el cliente en todos los aspectos de la empresa. Había que entender que el problema real estaba en la desconexión entre la visión interna de la empresa y las expectativas de sus clientes.

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Ramon Lofer

Empresário | Palestrante | Marketing Specialist | Especialista em Criatividade & Processos Criativos
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Os desafios mais comuns incluem manter-se atualizado com tendências, equilibrar criatividade com objetivos de negócios e gerenciar a colabora??o da equipe. "Pense Como um Artista" de Will Gompertz, oferece insights sobre como manter a criatividade florescendo sob press?o.

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2 Finding the insight

Once you have defined the problem, you need to find the insight that will guide your creative strategy. The insight is the key message or idea that connects your solution to your audience's motivations, emotions, and behaviors. It is what makes your strategy relevant, meaningful, and memorable. However, finding the insight is not always straightforward. You may have to sift through a lot of data, observe and interview your audience, and use various tools and frameworks to synthesize and validate your findings. You may also have to challenge your assumptions and biases and avoid clichés and stereotypes.

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Jafar Kazerooni

Creative Strategy Expert | Empowering in-house teams and agencies to create winning campaigns consistently | Insights on creativity, advertising, and AI
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The insight often hides in the spaces between what people say and what they truly mean. It's about identifying those unspoken needs, hidden desires, or the true essence of what motivates your audience. To find it, go beyond demographics and surface-level analysis. Explore cultural trends, competitor narratives, and even use creative visualization techniques to tap into your own intuition. The best insights are a mix of sharp analysis and that "aha!" moment when everything clicks into place.

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Jon F.

Founder & CEO at Phantom Analytics | Helping businesses grow with Analytics and Innovative Experiences
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The foundation of an impactful strategy is often a distinct insight that has eluded others. Achieving this demands thorough research, the aptitude for linking seemingly unrelated information, and a creative vision that extends past conventional wisdom.

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Kris Kristianson Sics

Independent creative
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Finding a valuable and differentiating insight is one of the toughest jobs, especially when working on generic products such as water or milk for example.

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3 Generating the idea

After you have found the insight, you need to generate the idea that will bring your creative strategy to life. The idea is the concept or execution that expresses your insight in a clear, compelling, and original way. It is what makes your strategy stand out, resonate, and persuade. However, generating the idea is not always easy. You may have to brainstorm, sketch, prototype, and test multiple options, and collaborate with other creatives and experts. You may also have to deal with creative blocks, feedback, and criticism.

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Jon F.

Founder & CEO at Phantom Analytics | Helping businesses grow with Analytics and Innovative Experiences
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Conceiving a fresh, resonant idea that strikes a chord both creatively and strategically is a complex endeavor. It necessitates a synergy of imaginative flair, strategic acumen, and intimate knowledge of the brand ethos as well as the consumer's psyche.

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4 Implementing the solution

Finally, you need to implement the solution that will deliver your creative strategy. The solution is the tangible output or outcome that meets your client's goals and expectations. It is what makes your strategy effective, impactful, and measurable. However, implementing the solution is not always smooth. You may have to plan, budget, schedule, and coordinate various resources, processes, and deliverables. You may also have to cope with changes, risks, and issues that may arise along the way.

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Jon F.

Founder & CEO at Phantom Analytics | Helping businesses grow with Analytics and Innovative Experiences
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The transition from idea to execution is laden with obstacles, ranging from garnering support from decision-makers to navigating budget limits and ensuring the concept's integrity is maintained across diverse channels.

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5 Managing the relationship

Throughout the creative strategy process, you need to manage the relationship with your client and stakeholders. This requires communication, collaboration, and trust. You need to understand their needs, expectations, and preferences, and align them with your vision and approach. You need to present your work, explain your rationale, and justify your decisions. You need to listen to their feedback, address their concerns, and negotiate their requests. You need to deliver value, quality, and satisfaction.

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Veronica Rosas

Multimedia Designer | Arts and Culture Administration | Interdisciplinary Artist | Creative Strategist | Art Consultant | Photographer
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Never take things super personally, just analyze what others advise and critique. Always have strong communication with your team and clients.

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6 Developing your skills

As a creative strategy professional, you also need to develop your skills and competencies. This means staying updated on the latest trends, tools, and best practices in your field and industry. It means learning new techniques, methods, and frameworks that can enhance your creativity and effectiveness. It means seeking feedback, mentoring, and coaching that can help you grow and improve. It means challenging yourself, taking risks, and experimenting with new ideas and solutions.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Veronica Rosas

Multimedia Designer | Arts and Culture Administration | Interdisciplinary Artist | Creative Strategist | Art Consultant | Photographer
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Criticism NOT Critique, very different but very important, to give a piece of useful advice (critique) instead of just complaints. But that's part of this, bad or good words from others should only make you more resilient and smarter.

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You’re a Creative Strategy professional. What are the most common challenges you face?

1

2

3

4

5

6

7

1 Understanding the problem

2 Finding the insight

3 Generating the idea

4 Implementing the solution

5 Managing the relationship

6 Developing your skills

7 Here’s what else to consider

Creative Strategy

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You’re a Creative Strategy professional. What are the most common challenges you face?

1

2

3

4

5

6

7

1 Understanding the problem

2 Finding the insight

3 Generating the idea

4 Implementing the solution

5 Managing the relationship

6 Developing your skills

7 Here’s what else to consider

Creative Strategy

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