We’re all supposed to be hyper-specialized these days.
My career didn’t turn out that way, and I’m grateful for it.
I’ve had to approach this business from a lot of angles. BUT: all of that has made me a better strategist and strategy director. Briefing a creative team and justifying to clients when and how to push the envelope of an assignment are different matters when one’s run a marathon or three in a copywriter’s or creative director’s shoes. And I doubt I’d have ever had to manage 47 integrated teams at once in an agency setting.
So I have a certain sympathy to…well, call it “counter-conventional wisdom”. For challenger audiences, not just challenger brands. For the rest of us who’ve zigged (zug?) when the world told us we were supposed to zag.
Can I get my hands dirty? You bet. I’ll do it with glee. But I’ll also make your team and their work sharper. And I’ll help your clients solve the problems that keep them awake at night – the ones that conventional approaches failed to work on.