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$\"Gravatar\"$ I agree. Toss them all into the lowest pits of hell.
vik | 04.07.09 - 4:00 am | #

$\"Gravatar\"$ I have never, honestly, heard of a copy strategist. I'm a copywriter, and my strategy for copy is to write it.

Does that count? Could I be getting paid for that too?
Joe | 04.07.09 - 4:12 am | #

$\"Gravatar\"$ I love this blog! I Especially enjoy the exceptional use of the word 'fucking'. Its a great word when used very sparingly.
Andy | Homepage | 04.07.09 - 4:18 am | #

$\"Gravatar\"$ Andy,
Ben Elton, a standup comedian, said his mum called him up after a TV show and complained about his use of the 'f' word.
He said, \"Mum, everyone uses it nowadays.\"
She said, \"As a verb, not as an adjective.\"
Dave Trott | Homepage | 04.07.09 - 6:42 am | #

$\"Gravatar\"$ I'm gonna have to sticky this one, I just can't get enough of this blog!
Eli | Homepage | 04.07.09 - 6:58 am | #

$\"Gravatar\"$ That made my day.
Gareth | 04.07.09 - 7:05 am | #

$\"Gravatar\"$ I heard Dan Brown's next book/ movie is about Strategists and the Illuminati...but I probably shouldn't have told you that.
Jeff | 04.07.09 - 7:27 am | #

$\"Gravatar\"$ I guess the question is. Does a strategist have other strategist that strategise their strategy?
Wasters...
Leigh | 04.07.09 - 8:19 am | #

$\"Gravatar\"$ Good God, yes. I too can talk about things ... but I choose to do them.
Ross Graham | 04.07.09 - 8:19 am | #

$\"Gravatar\"$ Can't recall the last time one of my clients wanted to spend more time digging in to the strategy. They want to see the fucking work!
don marcos | 04.07.09 - 8:22 am | #

$\"Gravatar\"$ The day that DaVinci, Newton, Einstein & Partners hang out their shingle you can probably kill all the strategists. Until then, quit yer whinging and execute the brief.
simon | Homepage | 04.07.09 - 8:23 am | #

$\"Gravatar\"$ You left out my favorite: the digital strategist. This title gives the windbag who carries it expertise on just about everything. (Well, everything non-analog at least.) And they still don't do shit.

simon - what kind of strategist are you?
Bill | 04.07.09 - 8:57 am | #

$\"Gravatar\"$ Bill: a fucking cranky one. Simon
simon | Homepage | 04.07.09 - 9:53 am | #

$\"Gravatar\"$ Simon: I think we'd make a great team.
Bill | 04.07.09 - 10:59 am | #

$\"Gravatar\"$ I don't know how, but our agency is the media strategists' bitch - the clients even ask their opinion of our sodding creative work!

This needs to end. I'm starting a coup. Who's with me?
Hollie | 04.07.09 - 11:39 am | #

$\"Gravatar\"$ Your right Mr. Contrarian!

I believe instead of working with an architect and contractor I will simply build my own house.
A hammer and a ladder should suffice.

And I assume your creative team is fully versed in the loopholes, rates and audiences of every media your clients value.
That is exactly what they get paid for.

Must be why those one man ad agencies are so damn successful.

I believe it is important that you immediately follow this link and watch it in its entirety.
http://www.youtube.com/watch?v=M...h?v=MnV-MZjs7BA
Todd | 04.07.09 - 12:17 pm | #

$\"Gravatar\"$ @Todd:

Architects and contractors do stuff.
ad contrarian | Homepage | 04.07.09 - 1:11 pm | #

$\"Gravatar\"$ What is \"strategy\" anyway? I always thought it referred to an overall vision of how you're going to get from point A to point B. Since most companies can't even identify \"point B,\" it's literally impossible to devise a strategy. Instead we're stuck with just trying to sell more stuff. This isn't strategy - it's tactics.

I really don't think many of us are really doing strategy these days.
Susan Bandura | 04.07.09 - 1:56 pm | #

$\"Gravatar\"$ Todd- What does that video about Lions have to do with anything? I'm not a strategist, I'm a doer- maybe that's why I did something and need a strategist to tell me what it means.

Anyone else lost on the Lion video?
Jillian Muffin (TAC name) | 04.07.09 - 2:44 pm | #

$\"Gravatar\"$ Lion video was emotional. I guess strategists DO have a heart.

(And yeah Jillian, I think it has something to do with 'doing' and 'talking about doing' or some such rhetoric. But that went right over my head. To me, it was all about hugs. Lion hugs. *sniff* Tissue, anyone?)
Nobody of Consequence | 04.07.09 - 4:16 pm | #

$\"Gravatar\"$ Thank you for making me feel sane.

I was going to call you the andy rooney of advertising, but that old fucker doesn't DO anything.
Mike | 04.07.09 - 4:49 pm | #

$\"Gravatar\"$ Just started a class on strategy on the miami ad school.The teacher says that their roll is to make our job as content creators easier.
Alberto | 04.07.09 - 5:14 pm | #

$\"Gravatar\"$ Before we had strategists, we had instincts. But the whole damn business has become so scared to commit to anything, we can't order a coffee without getting an \"expert\" to tell us how we take it.

To be fair, it was my instincts that told me to go into this stupid business in the first place.
Brian Belefant | Homepage | 04.07.09 - 5:29 pm | #

$\"Gravatar\"$ as a former ad strategist, i actually love this. but i'll also add that business needs DOERS who THINK. there's a whole lot of doing going on, but not enough of what's DONE is GREAT.
anne bologna | 04.07.09 - 5:49 pm | #

$\"Gravatar\"$ I could not agree more!
Clay Mc | Homepage | 04.07.09 - 5:52 pm | #

$\"Gravatar\"$ Bob, you know? 23 comments and now everybody agrees with you!? Soon you'll like another Seth Godin! I am sorry, but I need to say it:

This post sucks!

Oh, yeah... I feel much better. Have a nice Easter.

from Peru,
Tedel | Homepage | 04.07.09 - 5:57 pm | #

$\"Gravatar\"$ One of our clients held a huge restructuring bloodbath last year. In came the strategists, and out went the logic. Departments were streamlined and restructured and now every project is chaos. I mean-they want to BRAINSTORM with the creative team. BEFORE they write a brief.

Oh, vey. Brilliant.
Teenie | Homepage | 04.07.09 - 7:17 pm | #

$\"Gravatar\"$ While I understand your frustration, I think where you’ve gone wrong is in assuming that Newton and Einstein were something other than strategists. They did some research, put the pieces together, had flashes of brilliance, and wrote down their theories so that other people could do things with those insights.

I was going to be humble and note that I'm not claiming to be an Einstein, but then I remembered one of his \"big ideas\" led people to do something that ended in a lot of death.
A Brand Strategist | Homepage | 04.07.09 - 7:46 pm | #

$\"Gravatar\"$ I'm not a strategist - I actually make ads - but I am strategic. I think that your list is shit. Da Vinci, Newton and Einstein where all theorists (I know Da Vinci painted, but his brilliance is in his theoretical work) and I don't really see the distinction between theory and strategy. When done well both are useful and practical, when done badly they are a waste of paper.

Love your work, but this post is a load of ill-considered crap that is just part of the trendy counter reaction to the rise of trendy strategists.
Cynicalm | 04.07.09 - 9:13 pm | #

$\"Gravatar\"$ @Brand Strategist and Cynicalm:

Do you know how to read?

Of course those guys were strategists. That's my point. They didn't need handlers telling them how to think. They did their own strategic thinking and creative execution -- just like every truly creative person does.

Do you think someone had to tell Updike what to write about? Or Picasso what to paint? All this \"strategizing\" is 50% play acting to con clients and 50% meddling by people who have no business telling the doers what to do.

The best strategists I have ever encountered were also the best creative people.
ad contrarian | Homepage | 04.07.09 - 11:50 pm | #

$\"Gravatar\"$ Maybe I can't read. I just looked at it again, and it seems clear to me that your statement that Newton \"didn't need a strategist\" implies that he was more a \"doer\" than someone who thinks about things and helps others do things. I'm saying he was more the latter.

Regardless, can we first agree that comparing the accomplishments of Einstein and Newton to anything related to the advertising industry is a bit ridiculous? That said, the \"doers\" you're referencing in many cases took years (if not lifetimes) to make breakthroughs. Advertising/branding people are expected to do it several times a year--consistently.

I think one role of strategists or planners is to facilitate those breakthroughs, if not make them on their own. I agree that the best strategists are both analytical--able to conduct/understand complex research findings, think systematically, and yes, sometimes post-rationalize--as well as creative. Likewise the best \"creatives\" (and that title is an odd one) can speak intelligently about the strategy behind their work.

So when you boil it down, it sounds to me like you're complaining about people that suck at their jobs and get in the way of people who are good at their jobs, regardless of anyone's title. And that I can get behind. Because there are plenty of \"creatives\" who are woefully inadequate at delivering ideas that make sense, so at least let's keep it balanced and open up that side of the argument. And then after all that we'll be back where we started, except less willing to work together happily.
Brand Strategist | Homepage | 04.08.09 - 12:36 am | #

$\"Gravatar\"$ Thanks for your concern about my literacy skills. I think it is quite clear what you are saying. But how are Einstein or Newton \"doers\"? Newton didn't \"do\" gravity or interia, he theorised about it. Similarly Einstein didn't \"do\" relativity. And like any well considered theory, it has been the foundations upon which others have been able to do amazing, practical things.

And isn't directing all about telling others what to do? Jeff Koons doesn't paint. So what is your point? Your reply has just furthered my opinion that this an ill-considered rant.

You don't like people who do nothing and get paid for it - fair enough - but I don't think that lumping all strategists in this group makes any sense.

Jeez, may be you should start moderating these comments if you can't handle anyone doing anything more than blowing smoke up your arse.
Cynicalm | 04.08.09 - 1:23 am | #

$\"Gravatar\"$ You forgot, strategists make powerpoints, shiny animated ones that take up long meetings.
At the end of these meetings, client invariably says, that's all fine, now let me see the creative!
Priya Singh | Homepage | 04.08.09 - 2:11 am | #

$\"Gravatar\"$ Oh good G-d, yes, yes and yes.

The only people who matter in agencies are the ones who create stuff, tangible ideas, insights and sellable content to clients.

Strategy has its place in ensuring the creative is the precise tool to do the job.

But too many agencies nowadays chase the idea of 'thought leadership' seemingly thinking that this high falluting BS matters to clients who only care about their specific problem. Oy....it's kind of obvious and refreshing to hear someone say it so clearly. You rock.
James Kelly | Homepage | 04.08.09 - 5:16 am | #

$\"Gravatar\"$ And I hate agency dumb dumbs. They blaze away with flamethrower creative assuming every product is a energy drink and every demo is a male college student.

I am fed up with the piles of horseshit tactics that get piled up on companies with no real strategy behind them. Sales slumping? Easy, you need a viral site!!!!!! Businesses are wising up and realizing most of this advertising industry is completely full of shit.

What can be said about advertising that cannot also be said about syphilis? So often it is given from one to another under the guises of being good or feeling right or at least “she wanted it, man”. And sometimes it is good, man. Great advertising has pulled off giant feats and said feats should not be discounted. But this is not a discussion of great advertising. Great advertising gets its own share of ink and occasionally the waxing brilliance over what makes advertising great is nearly true. No, friend. This is a discussion about shit and its many forms, scents and other worldly characteristics. I hope you brought some air freshener or, at least, a scented candle.

Eureka! There is shit in advertising. Huh? I though advertising was a world of guys in suit coats, jeans and pumas. Is not this the industry of girls in tight grey suits with the backside shoved so perfectly up the ass (uh, Madame, there is a letter in your mailbox)? Are we to admit that there is something not so perfect about how we spend too much of our time? What is that smell?

It is important that I underscore that I am not shitting on all advertising and I will let that comment rest on itself. But the shit is thick and your boots are not tall enough. It has become a shit sandwich and everyone has to take a bite and I forgot the hot sauce. Forecast call for a shit storm with a ninety percent of being partly shittly.

So what is shit? That’s a big question not easily answered. Before you can ask the deeper philosophical question of what shit is, it is better to recognize shit when you see it. How do you know you are in the presence of shit? For starters, you won’t want to be around shit. It smells. And not of just anything. Shit smells vaguely of something you might have seen earlier that was passed off as nourishing and useful. And it might have been. Maybe hot pizza of a spicy consumer insight that no one else knows. Perhaps General Hsaos chicken mixed with a brilliant new positioning. But today it is shit. The nutrients are gone. Perhaps some color remains but I cannot stress the idea of some color remaining and not the color. One of the best indicators that you are looking at shit is the occurrence that only the one who shitted likes the shit. The shitter always likes their own shit but rarely does anyone else. You might appreciate the shit for its length, girth or shape but in the end you don’t like the shit as much as the shitter. It’s the law of nature.

It’s important to know that shit typically comes from an asshole. Assholes
JMS | Homepage | 04.08.09 - 8:00 am | #

$\"Gravatar\"$ Sorry for the post mix up I had hoped to post a long discussion of the shit in advertising only to be stopped by the word limit. I'll post it at my blog if you want it.
JMS | Homepage | 04.08.09 - 8:20 am | #

$\"Gravatar\"$ The best strategists are the best creative people!

\"It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.\"
-William Bernbach

\"Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.\" -David Ogilvy

BTW, Isaac Newton was a Strategist!
Kenry Cruz | 04.08.09 - 9:56 am | #

$\"Gravatar\"$ Few things are more painful than sitting in a meeting listening to a digital strategist yammer out buzz phrases and concepts. You start pointing out the unreality, or lack of actionable steps, and the supporters say the strategist \"is trying to get us to think\".

But a lot of clients seem to think it's necessary.
David | 04.08.09 - 10:48 am | #

$\"Gravatar\"$ Is an architect a strategist? Because the garage extension on my house looks a lot better for having someone with a \"hand\" make a plan. That said, I agree that marko-babble spewing strategists are impediments to doing good work.
Steve Poppe | Homepage | 04.08.09 - 10:56 am | #

$\"Gravatar\"$ I'm tired of agencies that miss the boat on the fucking strategy.
Me | 04.08.09 - 1:15 pm | #

$\"Gravatar\"$ effing hilarious. nice post, as usual.
Marc Rapp | Homepage | 04.08.09 - 10:29 pm | #

$\"Gravatar\"$ too many strategists copy insights, trends, ... and don't apply them, use them, turn them down into something tangible, workeable, applicable ...

too many bloggers link, refer to other great posts, quotes, news articles, pick up someone elses opinion... and don't necessarily opiniate in a bold way that makes one reflect,

luckily every now and then someone stands out in both categories, as in everything...
Leaving the copycats speachless.
karin | 04.09.09 - 1:46 am | #

$\"Gravatar\"$ Funniest line I ever heard a Planner (British of course) tell a potential new client:

\"We shall interrogate your product until it reveals its inner secrets.\"

Barf bag, please.

BTW, I would like to freelance for you.
rich Siegel | Homepage | 04.09.09 - 3:07 am | #

$\"Gravatar\"$ I am a major strategic thinker. I LOVE considering how events will play out, taking into account all the players and other factors as we move forward.

At the same time, when I'm in I'm in...and I'm hot to see whatever it is get done and get done fast and it drives my freaking crazy when people sit back and ponder and wonder and yap about things we've likely already discussed 5-6 times before.

At any rate, yours is the first blog posting I've read all the way through, and appreciated in months and months. and, I've never left any sort of comment before...Thanks for the fun!
Val | Homepage | 04.09.09 - 2:40 pm | #

$\"Gravatar\"$ TAD, sounds to me like you had a bad day or series of interactions made worse by a self-proclaimed strategic expert in a specific discipline. If we all seem to agree that strategy is important (where are we going and what are we trying to accomplish) and tactics are essential as activators of strategy, is your rant all about who's doing the strategizing?

Because I'm a small agency guy who spends time on both sides, and I feel like I'm \"doing\" regardless of which side I'm working on at any moment. And clients who don't want to consider strategy because that's nothing they can hold in their hands and show their friends, well they're the worst possible clients, because you've given them complete license to be as arbitrary and capricious as they want in their evaluation of work.

Strategy is a filter and compass, an essential management tool we all have to use with discipline.
Greg Linnemanstons | Homepage | 04.09.09 - 6:11 pm | #

$\"Gravatar\"$ spot on....there's a new trend coming called \"productivity and efficiency\". duh!
clive Burcham | 04.09.09 - 7:36 pm | #

$\"Gravatar\"$ After reading this, I was almost convinced that advertising was worth getting worked up about. Maybe those strategy fools ARE ruining everything! But then I remembered that 99.99% of advertising is 100% terrible. And since strategists don't actually \"do\" any of it, I guess that means that you are shit at your job. Which seems odd considering that you've compared yourself to Einstein, Newton, and Girshwin.
steve-o | 04.09.09 - 8:59 pm | #

$\"Gravatar\"$ Hey, Steve-o,

Before you send in comments, it's a good idea to learn how to spell. Otherwise, some people might think you're not so smart.
ad contrarian | Homepage | 04.09.09 - 9:15 pm | #

$\"Gravatar\"$ Is it a kind of rupturist strategy to say that?
Yann | 04.10.09 - 5:03 am | #

$\"Gravatar\"$ Hi Bob,

While you're at it, don't forget to drive \"consultants\" off the road and down the embankment too, AND the tens of millions of dollars wasted on them..

There is an abundance of white papers and best practices for many contingencies for small and medium sized businesses out there free and online to help a business break through, the rest (like creative energy), although scarce, can be purchased with diligent effort..

C.
Carlos Saldivia | Homepage | 04.10.09 - 8:09 am | #

$\"Gravatar\"$ Ah yes, the last word from those who cannot argue their point. Spelling.
JMS | Homepage | 04.10.09 - 10:14 am | #

$\"Gravatar\"$ strategy is about doing things not fluff. great rant against strategic talking. strategy shouldn't be about nice slides and insightful insights but making things happen. otherwise it is just words, words, words...they don't change a thing
Daria | Homepage | 04.10.09 - 2:55 pm | #

$\"Gravatar\"$ Strike first, and then see what's next. - Napoleon \"On s'engage, et puis on voir.\" Granted he didn't conquer the world, but he did make a name for himself.
Doug Hovelson | Homepage | 04.11.09 - 1:51 am | #

$\"Gravatar\"$ I've just written a post for The B2B Brand Debate asking what strategists ARE good for. It's in my own self-interest to list some suggestions, but I'd love to get some honest opinions from everyone that's commented here. Even if your honest opinion is angry and riddled with profanity (although preferably not).

Weigh in here: http://www.b2bbranddebate.com/?p=43
A Brand Strategist | Homepage | 04.13.09 - 12:06 pm | #

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