STRAT_SCRAPS v125
easy to understand and impossible to ignore
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Lifted the subject line from the bio of Basic Agency’s founder– Matt Faulk. I am mad I didn’t think of that myself. As a way to describe good strategy, or the type of work I do as an independent Strategy business.
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
The most important part of this week’s newsletter: I’ve stumbled across a weird subsection of ebay that I NEED an explanation for…
What is happening here? Why are there so many of these? Is money laundering? High school kids killing time? I must know.
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
I’ve been reading a lot about the different ways to measure advertising effectiveness.
One of the biggest conundrums of the industry is we know it works, but the way in which it works cannot be measure on the same timeline in which we are often asked to show results.
Anyway, I stumbled upon a Tom Roach article from a while back that was worth rereading.
Beware of ROAS, ROI’s dangerous digital twin
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
a small dose of joy:
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
In another example of “god damnit why didnt I think of that?” …
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
2 reposts:
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Why it’s ok to wander from the brief:
20% of bees ignore the information about where food is is fly off at random.
They bring food home far less of the time, but when they do, it pays off the misses.
Let creative wander. Put out work ideas that fail. Approach branding like an investment portfolio. Fund 10 startups betting on one to hit.
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
A cool picture. It also works as a metaphor for culture research.
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
They say the best way to work through a complicated thought is to write. So here’s topic I get stuck on a lot…
As a freelancer frequently hired by agencies, I am often faced with the question: am I here to help the my client (the agency) or theirs (the brand)?
Even as a full time employee at an agency – especially in Strategy, we are often presented with the tension between “helping the brand” or “helping the client.”
Let alone “helping the creative team make the work they are most excited about”
In theory all these things should be possible. In practice, that isn’t always the case.
…
I’ve realized though that I care more about people than I do about corporations.
I want to help clients do the work that will help them succeed. Or help creatives make the best work of their lives.
I want to make work that makes people’s lives a little easier/better/more enjoyable.
And the truth is– that might mean making a concession in an argument or going against your better judgement as a strategist.
OR…
It also might mean standing your ground when the decision has the potential to impact those not in the room.
(And doesn’t all advertising?)
*I don’t know how to end this thought.*
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
Two unrelated posts from Sketchplanations.
Also, imagine if you had to hand write a brief on a 3x5 sticky… Would briefs be better or worse?
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
CORE PROCESS
Write down what they are trying to do.
Write down what you are trying to do to help make that happen
~~~~𝓵𝓲𝓷𝓮 𝓫𝓻𝓮𝓪𝓴~~~~
In all the reviews, brainstorms, briefings, etc that I’ve ever been in, I’ve never felt more motivated to come up with insights…
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John – this note brought me such immense joy. I wish I had endless streams of material.
Instead, I have a few bits of advice, inspiration, or material that I’m compelled to share.
Ask questions. Don’t try to understand “what she does” most of us have a hard time with that ourselves. Instead, ask questions that help her develop a deeper understanding for herself of what the job is. Of what the project needs are in the moment or what grooves the industry has worn into the landscape.
Routine is where insights hide. They are only visible outside of it..
“The daily routine of most adults is so heavy and artificial that we are closed off to much of the world. We have to do this in order to get our work done. I think one purpose of art is to get us out of those routines. When we hear music or poetry or stories, the world opens up again. We’re drawn in — or out — and the windows of our perception are cleansed, as William Blake said. The same thing can happen when we’re around young children or adults who have unlearned those habits of shutting the world out.”
— Ursula K Le Guin
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Be this cat.
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WEEKLY MONSTER
v inspirational this week, ty I needed this