Sweathead, A Strategy Podcast What Creatives Want From Strategists (And Brand Tracking 101) - James Hurman, once the world’s number 1 planner
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Sep 24, 2024 James Hurman, the former world's top planner and director of the innovation studio Previously Unavailable, shares his insights from 18 months spent in the creative department. He discusses the toxic elements of marketing that can hinder collaboration between strategists and creatives. The conversation shifts to the importance of brand tracking, including innovative methodologies for gathering actionable data. James emphasizes the transformative power of creative collaboration and the significance of measuring brand metrics for effective marketing.
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Force Simplicity In Strategy
- Make strategy simple by forcing yourself to reduce ideas to one word or a child-friendly explanation.
- Use translation or word limits as a forcing mechanism to clarify and sharpen strategic thinking.
Choose What To Sacrifice
- Embrace strategic sacrifice by explicitly choosing what not to do and which directions to abandon.
- Persuade stakeholders to accept focused choices because strategy succeeds through trade-offs.
Learn To Empathize With Creatives
- Show empathy for the creative process by learning how creatives work and valuing their pressures and craft.
- Love creativity openly so creative teams trust you and welcome your influence.