If you read this blog regularly, you may know that I have spent a bit of my professional time to discuss what actually distinguishes digital strategy from traditional ad strategy. Or if there is a difference at all.
Digital Strategists cause confusion in major integrated agencies. Still too many agencies which are used to working with traditional brand or account planners believe Digital Strategists represent some kind of “Planner light” or they confuse them with Concept Developers.
One of the really smart people on my side of Planet Strategy is Bud Caddell. Bud is SVP at Deutsch L.A. and one of the most prolific strategists of a new type. He has spent a bit of time to come up with the following deck, Strategy 101 – an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders.
It does not look very complicated to define your own job. But it is. Especially when you have to invent it while you do it.
Great stuff, Bud. Thanks Johannes for sharing the link.