How online advertising should be done - part 4

Never underestimate the importance of a good strategy, as creative's we tend to pass this responsibility over to planners or to media buyer to roll out (mediums).

DON'T.

Nobody knows your idea better than you, put the leg work into your ideas and run journeys (campaign) through your mind this will help you cover all bases.

Now this won't work for every creative director either, most see the strategy as garnish and a sign of a weak idea.

Me? Well regardless of this I would stick by this process, any one that believes that strategy is not part of the creative process is naive sure people have planners for a reason but to completely discount it in the thinking process is lazy and irresponsible.

I will post our strategy that got us second in "push the brief" on the next post.