Building strong client relationships and being deeply invested in the work are crucial for strategists.
Collaboration between strategists and creatives leads to a strong strategic and creative partnership.
Strategists play an ongoing role in guiding and improving the work, even after the initial presentation.
Deep dives
Susan Powers' Background and Career Achievements
Susan Powers is the guest in this podcast episode, where she discusses her role as the Global Chief Strategy Officer at Man World Group. She has a successful career in strategic development and has been recognized as the 2019 Chief Strategy Officer of the Year. Her leadership has led to Man World Group being ranked as the number one most creatively effective global network by the F.S. She has extensive experience in the advertising industry, having held various leadership positions in different agencies. Her strategic thinking and expertise have made her a respected industry leader.
Importance of Client Relationships and Passion for the Work
Susan Powers emphasizes the importance of building strong relationships with clients and being deeply invested in the work. She values getting close to clients and understanding their needs, becoming a valuable partner in guiding them toward brave decisions. She believes that truly caring about the work and being passionate about it is crucial. Powers shares how she and her creative counterparts have a collaborative relationship, blurring the lines between strategy and creativity. They work together closely, giving each other confidence and sparking ideas, resulting in a strong strategic and creative partnership.
The Continuous Role of Strategists in the Creative Process
Powers highlights the ongoing role of strategists in the creative process, even after the initial presentation. While the creative process may have its own flow, strategists are still valuable in providing guidance, answering questions, and ensuring the work aligns with the strategy. She mentions that creatives sometimes need room to explore and create, and strategists should understand when to step back and when to re-engage. Powers emphasizes that the work of strategists is never done, as they need to monitor the impact of the work, seek ways to improve it, and continuously pour gasoline on the ideas to make them even better.
Keeping the Integrity of Data in Research
It is challenging to separate agendas from data integrity in agencies. Maintaining a purist approach is important to ensure unbiased data analysis. This approach, known as True Central, focuses on finding pervasive truths and serving clients ethically. Strategists play a crucial role in pitch processes, finding the right talent and deploying them effectively. Understanding client problems, categories, and motivations is key to delivering impactful work.
The Role of Strategy in Client Relationships
Strategists must speak the client's language, understand their day-to-day challenges, and grasp the business and cultural context of their industry. Building relationships with clients at the CMO and CEO levels is crucial. The strategist's role is to help clients navigate their business landscape, identify new opportunities, and provide strategic solutions. By demonstrating genuine passion, listening, and delivering results, strategists can earn the trust and have a significant impact on clients' success.
Suzanne Powers is Global Chief Strategy Officer of McCann Worldgroup. She was just named by AdAge as the "2019 Chief Strategy Officer of the Year." Under her leadership, McCann was ranked the #1 Most Creatively Effective Global Network by the Effies in 2018 and 2019; they were named the Effies Agency of the Year in 2017 and 2018. Most recently, Suzanne appeared on the cover of AdWeek in recognition of McCann Worldgroup claiming "2019 Global Agency of the Year" for the first time in nearly two decades. Suzanne joined McCann in 2013 from Crispin Porter+Bogusky, where she served as Global Strategy Officer. Before that, she led global brand strategy at TBWA for over a decade. She’s been an industry leader throughout her career, including as a frequent keynote speaker and awards show judge. She is past Chairperson of the AAAA’s Planning Committee. In 2016, she was recognized by Advertising Women of New York with its “Changing the Game” award as one of the industry’s “Catalysts of Innovation.”
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