Confessions of a Creative Director Strategy + Creative = The Product - with Andrew Carty and Glen D'Souza of Forsman & Bodenfors
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Feb 4, 2025 Join Andrew Carty, Head of Strategy for Forsman & Bodenfors Canada, and Glen D'Souza, Head of Creative, as they explore the dynamic fusion of strategy and creativity. They discuss the significance of involving creative teams early in the process and share innovative techniques like 'what-if statements' and peer reviews to enhance collaboration. Discover how embracing the chaotic nature of creativity can lead to impactful results and why strong client relationships are essential for successful campaigns.
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Strategy + Creative as One Product
- Forsman & Bodenfors views strategy and creative as one unified "product" for the agency to focus on.
- This mindset encourages collaboration and shared responsibility for the ideas they produce.
Use 'What-If' Statements Early
- Use 'what-if' statements early to explore strategy possibilities and loosen thinking.
- Keep them brief and wide open to generate many ideas for creative to work from before finalizing strategy.
Get Creatives Involved Early
- Bring creatives upstream early to understand client challenges firsthand.
- Early involvement equips creatives to generate authentic ideas and speeds problem-solving.
