What Is CREATIVE STRATEGY?

What is a creative strategy?

A creative strategy is the organizing plan of action for a creative idea through. POT are the three outputs that a creative strategist is involved in. Platform, Orchestration and Tactics.

In this video, I’ll be teaching you how to write a creative strategy.

Timestamp:
00:00:00 - Intro
00:00:14 - Platform
00:00:55 - Why is it important
00:02:29 - When do you do creative strategy?
00:03:13 - What is the difference between creative strategy and brand strategy?
00:03:40 - When do you do creative strategy?
00:04:34 - What is an example of a good creative strategy?
00:04:40 - Miller Lite Campaign
00:05:06 - 3 things creative strategist has to do
00:05:29 - Idea Formula
00:06:15 - Ecosystem
00:07:17 - Tactical Briefs
00:07:59 - When is creative strategy not helpful?

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ABOUT ME: I’m Julian Cole, a strategy trainer at the Strategy Finishing School. I’m also a strategy consultant to leading brands like Uber, Disney, Facebook, Apple, and Snap. Previously I was head of comms planning at BBH and BBDO New York where my team and I won over 100+ creative and strategy awards.

[teabag]

Thankyou so much Julian for this informative video. I'm glad to find this video, now I have some understanding of Creative Strategist.

[othyforyou]

Just paid for the framework factory midway through this video. Thank you JC!

[luisotravez]

This is quite interesting. As someone learning to apply this knowledge for a startup, the concept of idea "platform" seem kind of confusing to me, as I get platform and channel mixed up.

Great video!

[rahulmandalcovers]

Apt description. I would say the nature of the role slightly differs probably across geographies, but overall I think you captured it perfectly.

[tomphillips]

nice one Jules. Shared with the team. very helpful articulation.

[thebadterrorists]

Very good, thanks.
Makes me think, "Where are the TicTok channel experts today? What are they expert on today, ? Not that it's their fault. Demand for horse coach builders dried up.

[chineduchukwuma]

Always looking forward to your videos Julian. Thank you for all you do.

[siphokazisibahledlamini]

Does a creative strategist role stem from someone who was a traditional creative, like having design skills? or a creative strategist really can come from anywhere?

[Pee]

I really want to apply for a role in this field I mean my whole life is in the creative field as a visual merchandiser & in the retail fashion industry for 10+years. I am self taught when it comes to digital editing but overall w/ my experiences I can storytell a brands story, I currently do this now as a VM/store manager of a brand my only set back is having non-marketing education which most companies look for.

[Ryan-krbq]

SUCH good content, but somewhat difficult to listen to Julian, as your voice is quite nasal. There are particular microphones and sound editing tools that can help this. It will improve your channel. Keep on keeping on!

[danishhs]

Informative video. But where can I learn a full fledged course in Creative Strategy? I am preferring a University .

[olalolalola]

Does creative strategist come up with creative ides?

[davesynyard]

Julian, a lot of what you put forward, which was super helpful, to me overlapped with communications planning. Not so much the idea statement but the channel, tactics, ecosystem components. Fair to say those two planning roles overlap, or do you see a clear distinction?

[ImSuperVince]

Is this what planning dirty looks like under the hood these days mate? Be interested to check it out if so.

[JulianCole]

What are the other strategy roles that you would like me to cover?