Strategy SuperSizer MegaClass


This past June, about 40 strategists–seasoned and budding–gathered from across the globe in New York City to attend the first-ever ‘Strategy SuperSizer MegaClass.’ Hosted by Mighty Jungle’s CEO Mark Pollard and BBDO’s ex-head of Comms planning, Julian Cole, the class brought us a day of brand strategy, comms planning and other affairs in the world of advertising and strategy. A full day of nerd-ing out over creative problem solving and strategic thinking with other strategists in one of the best cities in the world was an undeniably gratifying experience.

Applying strategic thinking to marketing is a crucial part of the process as it ensures that we are steering our creative efforts in the right direction. As Mark Pollard put it, strategy is an informed opinion about how to win. Without a strong strategic direction, we might as well be shooting in the dark. So, we’re glad we had a chance to work our strategy chops at the SuperSizer MegaClass. In an effort to sum up what we learned, here are our top three takeaways from the day.

1. An idea is a novel and useful combination of things that don’t usually belong together.
Everyone has thoughts and opinions but not every thought or opinion is an idea. So, what qualifies as an idea? An idea uses lateral thinking to create an unexpected correlation between thoughts which can be used to creatively solve a problem. An idea is simple, helpful, but most of all surprising. A strong idea has the ability to morph into countless forms and lives across multiple channels.

2. Behind every business problem lies a very real human problem.
While at its very core, marketing is often trying to solve business problems, doing so requires us to look past the surface to uncover the underlying human truth. This underlying truth is the consumer insight. The insight is an unspoken human truth that sheds new light on the problem, allowing us to approach it from a unique perspective which may not have been apparent at first. So while it’s easy to stay fixated on the business goals, make sure you take a step back and question what’s causing that business problem.

3. Brand Planning and Comms Planning tag-team throughout a project.
A campaign development process can be divided into two stages: Pre-idea and Post-idea. The pre-idea stage of this process is where brand strategy is the driving force, but comms planning, as Julian Cole describes, is “riding shotgun.” This stage of the process is where the insights are gathered and the creative brief is created. Once the idea has been nailed down, comms planning takes over the driver’s seat. This is where the tactical briefs and rollout plans comes into play. A proper rollout strategy is just as vital to the success of a campaign as the initial brand strategy. So, while a strategist may have landed on the perfect idea for a project, without deliberate and well-planned execution, there is only so far a campaign can go.

Here at KEEN, we are a Strategic Marketing Partner. This means we are collectively working to uncover the human problems our clients are facing, and working with them to not just develop creative ideas but also effectively implement. We loved kickin’ it with other strategists and leaving with these great take-aways!

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