Creative Strategies That Shine

On my career path, I've journeyed from a teacher to a marketing copywriter and now to the helm of a creative services agency. I believe that creative strategy is the cornerstone of successful marketing campaigns, and I want to share my best tips for influencing and shaping these strategies effectively. Whether you're pitching to clients, collaborating with a team, or just seeking to hone your creative process, these nuggets might be the game-changers you're looking for. Let's get into it!

Understand the Assignment

The creative brief is the bedrock of the project. It aligns everyone, directing our every move from concept to closure. In my corporate days, I was all about a meticulously crafted brief. But when handed a hastily sketched one, I see it as an open door for deeper client exploration. The bottom line? Dive deep into the client's vision, audience, and goals. I've always held that the clearer I see the problem, the sharper our collective solution. Ask questions. If you've ever been on a call with me, you've heard my preface, "Just to prepare you for this, I'll ask many questions, and some might seem left-field, but it works." Oddly enough, those unexpected questions often untangle the knottiest challenges.

Do Your Research (but don't make it weird)

Treading lightly here, but if my towering stacks of library books could talk, they'd testify to my love of diving deep into my client's world. But let's be clear: there's no aim to become Encyclopedia Brown Potter. Overdoing it can blur the vision. That said, it's non-negotiable for me that facts triumph over feelings. My anchor? Strengthening ideas with data, insights, and comparable case studies.

As for the advice I often give (and try to heed): Trim the excess. If you bury yourself in information, the core message can get lost. My goal is to distill research into easily digestible infographics or charts.

Come Together Now

Creative strategy is all about teamwork, and that's the best part. Even with my occasional directive flair (need to control things), I genuinely value insights from fellow copywriters, designers, and strategists. Creativity thrives in upbeat, lively atmospheres. So, gather the team, lay out a spread of snacks, and ensure a vibrant ambiance. Recognize the strengths of your colleagues, offer genuine praise, and when feedback is due, serve it constructively. That blend fuels both a fantastic team and a successful project.

Let Me Tell You Something

Crafting a captivating narrative is pivotal. Seamlessly meld your strategy into a tale that holds and convinces others. Prep for possible objections. It demonstrates your thoroughness. And yes, practice. Thorough and thoughtful rehearsals set the stage for a relaxed, genuine pitch.

No, It's Fine.

Having convictions is vital, but so is being open to tweaks and turns. When feedback emerges, chew on it. Adjustments inspired by constructive critiques often finesse the final output. And a phrase I've grown fond of in my entrepreneurial journey: "I'll give it a try."

Pictures Or It Never Happened

After all the groundwork comes the grand display. I'm blessed to work alongside the best and brightest in our industry who consistently hit the mark. The tools of the trade? Comprehensive mock-ups and mood boards. The mission? To vividly depict how the strategy breathes life across various platforms.

Continuous Learning and Improvement (aka The Best Part)

The creative realm is always on its toes. Keep pace. Attend workshops (I pledge to attend an in-person event in 2024!), read, and participate in meaningful conversations. It sharpens your arsenal, offering fresh lenses to influence choices.

And, in the end …

Steering creative strategy decisions is akin to blending art with science. It mandates clarity, fortified by data, teamwork, gripping narratives, and adaptiveness. As the canvas of creative services morphs, our strategies should, too.