STRATEGIST

It’s the strategist’s job to make sure that ‘the work’ works. That usually involves developing a strategy, which is a fancy way of saying ‘how we get from A to B’. Strategists work closely with clients and creative teams, but they also need to understand the people who the advertising is for. They identify the right audience, and try to get inside their heads to figure out what will make them buy a product or use a service. They develop propositions and give briefs which are the start point for creative teams to work from. They use research surveys and focus groups to understand customers and to determine the appeal of different creative concepts. They monitor effects of the campaign, like sales, to work out how successful the advertising was.

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