Jen Burkey, Sanders\\Wingo Advertising, "The Insight Begins with the Outlook" presentation from 4A's Strategy Festival 2013. More info at http://www.4asstrategyfestival.com/
7. JEN BURKEY
ACCOUNT PLANNER
@JENBURKEY
The Goal
CLIENTS DON’T WANT TO PAY FOR IT
CREATIVES DON’T ALWAYS VALUE IT
ACCOUNT PEOPLE TRY TO SUBSTITUTE FOR IT
Revitalize the role of strategy
14. Lost In Translation
IT’S NOT HARD TO IMAGINE WHY PEOPLE MAY NOT BE
ABLE TO SEE VALUE IN WHAT WE DO WHEN THEY CAN’T
ALWAYS DEFINE OR UNDERSTAND WHAT THAT IS
15. Swiss Army Knife Paradox
WITH EACH STRATEGY& TOOL THAT WE ADD TO
OUR ARSENAL, WE RUN THE RISK OF
OBSCURING OUR PRIMARY PURPOSE
16. Primary Purpose
PROVIDE A POINT OF VIEW ON CONSUMER
AND CLIENT REALITIES THAT CREATES
SMARTER SOLUTIONS