In short, the strategy must be very understanding of the enterprise itself, the target consumer group, and the market competitors.
Editor’s note: This article is from the WeChat public account “Wooden Old Thief” (ID: mumuseo), author Wood and wood thief.
A lot of Party B advertising companies often kick the steel plate when they propose to Party A. If the plan has not been talked about for a long time, Party A will emphasize:
“The strategy part will be over, you will focus on the creative gameplay and how to implement it later.”
Is there such a phenomenon?
Sure, because I am in Party A, I have done this!
Why does Party A let Party B: Focus on creativity and less strategy?
Does Party A care about the strategy? Does Party A love to listen to ideas?
At least I am not.
Recently saw the public number “Little Circle Pear” an article “When Party B proposes, Party A always says “focus on creativity, less strategy”? There are three opinions on this:
1, the strategy is in convergence. Whether it is product strategy, price strategy, channel strategy, promotion strategy, or brand strategy. These strategies are integrated in a chain of interests, mutually beneficial and mutually exclusive.
But this is another challenge to the traditional organizational structure of Party A. Party A’s product department, sales department, president’s office, marketing department, brand department and other departments are clearly defined. It’s hard for you to move all the departments in one strategy, it’s too difficult.
2, the strategy is behind the scenes. The strategy is invisible and the creative gameplay is more practical. Some of the responsible persons of Party A will care about the creative bombing and will not detonate, and the boss behind the scenes will not see it.
3, the strategy is shrinking. Party A does not like to listen to the strategy, so Party B is getting less and less attention to it. Reducing manpower and costs, in the long run, the level of strategy of Party B is shrinking.
The majority of these views of small circle pears are relatively agreeable. In particular, Party A deeply agrees with the difficulties in the organizational structure of the company.
As a party, it is still the party that let Party B talk less about strategy. The old thief also talks about several points.