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Account Planning Event Recap

Posted By Administration, Friday, May 13, 2016

Susie Lyons and Lindsey Allison, EVP Co-Director of Strategy at Deutsch, led the class on an in-depth exploration about strategy: what it is and why it matters.

 

At Deutsch, strategy is the foundation of everything the agency touches; and can encompass many disciplines – strategists are part anthropologists, behavioral scientists, storytellers, culture experts, and more.

“At Deutsch, strategy is the idea.” – Pete Favat, CCO  

 

Strategy starts with the client brief. A strategist will excavate the brief and ask two key questions:  

 

1. Why are you making this thing?

2. What problem are we solving?


Susie and Lindsey reminded the class to always do their homework by looking at four key factors:

- Culture

- Consumer

- Category

- Company core values  

 

They also spoke about the importance of creating tension; which they defined as a creative generative play space. They mentioned 7 core tensions in American Culture, and provided examples of each.

 

Community – Individuality

Endowment – Achievement

Tradition – Innovation

Stasis – Mobility

Constraint – Freedom

Accessibility – Exclusivity

Practical – Idealistic

 

Finally, they reminded the class to never fear conflict, because it can create unforgettable content.

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