The Insight Starts with the Outlook, my presentation on revitalizing the value of strategy in advertising presented to the 4A's Strategy Festival in 2013.

1. The Insight Starts
with the Outlook
4A’s 2013 STRATEGY FESTIVAL
JEN BURKEY
OCTOBER 29, 2013

2. JEN BURKEY
ACCOUNT PLANNER
@JENBURKEY

3. JEN BURKEY
ACCOUNT PLANNER
@JENBURKEY
The Goal

4. JEN BURKEY
ACCOUNT PLANNER
@JENBURKEY
The Goal
Revitalize the role of strategy

5. JEN BURKEY
ACCOUNT PLANNER
@JENBURKEY
The Goal
CLIENTS DON’T WANT TO PAY FOR IT
Revitalize the role of strategy

6. JEN BURKEY
ACCOUNT PLANNER
@JENBURKEY
The Goal
CLIENTS DON’T WANT TO PAY FOR IT
CREATIVES DON’T ALWAYS VALUE IT
Revitalize the role of strategy

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

9. “What do you do?”

10. “What do you do?”
“I work in strategy and
research at an ad agency.”

12. “So ... you make Powerpoints?”

13. The Problem
AND WHAT CAN WE DO ABOUT IT?

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

17. Strategy&
HOW DO WE MOVE FROM BEING A
VALUE-ADD TO A VALUE ON OUR OWN?

18. Beyond the Big Idea
WE, AS STRATEGISTS AND AS AN INDUSTRY,
NEED TO INNOVATE AND INCORPORATE A
SPIRIT OF CREATIVE ENTREPRENEURSHIP

19. Solve Better Problems
IT’S NOT ENOUGH TO DO THINGS BETTER,
WE HAVE TO DO BETTER THINGS

20. Be the Voice of Change
CHALLENGE COMPLACENCY
AS THE STATUS QUO

21. Renew a Human & Future Focus
LESS JARGON, LESS LOOKING BACK

22. Be the Architects of What’s Next
THE BEST WAY TO PREDICT THE FUTURE
IS TO INVENT IT

23. Be Fearless
TOGETHER, LET’S MAKE THIS THE MOST
EXCITING TIME TO WORK IN STRATEGY

24. JEN BURKEY
ACCOUNT PLANNER
@JENBURKEY
Thank You