Evolution of Strategy in Creative and Marketing Industry

The chapter delves into the transformation of strategy within the creative and marketing industry over the last 22 years, emphasizing the shift towards firms monetizing their strategic thinking in addition to their actual work. It discusses the changing client-firm dynamic, the integration of strategy within design, and the challenges posed by offshoring and AI in maintaining competitiveness. The speakers highlight the importance of incorporating strategic thinking in client interactions and how firms have adapted their pricing models to include upfront strategic work.