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:
- 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.