The Future of Strategy Planning is Positive.

The Current focus of strategic thinkers and thinking – Shorter Term (ST)

In times of crisis such as COVID-19, the role of strategy gets elevated (as does business development/selling). Why? Because at the core of all great creativity is consumer understanding/great strategic thinking. And equally, at the core of all great business and brand strategy, is strategic understanding and alignment of ‘brand’ to societal and market dynamics.

The impact of strategic thinkers and thinking – ST Engagement=Clear Results Assessment

COVID-19 has driven an emphasis on cash flow and short-term results. It has accelerated the use of digital tools by client and agency alike. Agencies are rapidly needing to become digital and data focused. In so doing, as they become more business oriented, performance becomes more trackable and this will place in a spotlight the value that great qualitative thinking in tandem with quant,' actually can and often does have – It will elevate the client respect for strategic planning.

Big Picture Thinking/Creative Strategy Renewed

Post COVID-19, big picture thinking/creative strategy will remain as key as ever but moving forward, the strategist will have more clients prepared to listen and follow the age- old counsel, ‘think like a brand, act like a retailer!’

Where great strategic thinking is needed

I’m often asked what are the options for strategists post agency. The answer fifteen years ago could be summed up as freelance. Today, after so many years of strategists being hired, the pathway to client-side is much smoother, as it is to brand consultancies or PR agencies or to media agencies or ‘big tech’ and even management consultancies. The truth is, whether running your own business or someone else’s, great consumer and brand insight are always needed. While the implications for the type of role vary, the possibilities really are numerous. The future for strategic planning is positive. The only caveat, the more integrated the strategist, 'qual' + quant,' the greater the opportunities.

For more information on this subject, see the most recent ‘Narrate’ a free newsletter for strategists and those involved in building brands.

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