![]() ![]() Kindness is key both in your personal and professional life and I have followed my father’s words of advice since childhood. The best personal advice I received came from my father: "there's nothing that a smile will not get you." Perhaps it’s not entirely true but, at the end of the day, paying forward a little bit of kindness never hurts. What’s the best advice you were ever given: professional or otherwise?’ Read about the woman whose influence inspires Delphine to overcome workplace gender norms, the importance of balancing EQ and IQ as a leader, and more Words of Wisdom. It's not a packaging method it has a meaning, process and a philosophy in itself.Wavemaker, joins us to pass along what she’s learned from her 20 years of experience spearheading products, technologies, and data strategies in digital advertising. Delphine, a French native, began her career in client services and operations, a skillset she still utilizes today as she helps clients navigate complex data and technology ecosystems. Let's not let people use this word undeservedly. You need to read, observe, analyse 24/7 to create something, to say something. We wear many hats and we should not underestimate what we do. In my opinion “turning intelligence into magic” is the best definition of what we do. A painter’s beret to translate their idea into media.” A nurse’s cap to aid the consumer & business problem. A hard hat to build the foundation of the campaign. The context has changed, but since the first human, certain behaviors and the motivation for performing those behaviors have changed very little.Īs Julian Cole, founder of Planning Dirty has said: “Strategists wear many hats. We are not, ultimately, complex creatures, it seems. When I checked Google Trends for worldwide strategy searches over the last five years, the first breakout query was “female dating strategy”. A human with their emotions, sorrows, traumas, happiness, good and bad mornings, passions and tensions… We should not forget that the group we will communicate with is not a robot or a number, but a human. “Strategy” originates from the Greek strategos, which means a general in command of an army.ĭo we want to lead an army or be the smartest person at the table or be the Chief Simplicity Officer? As strategists, our job description is to make things simple, clear, understandable. If you go home and think about this joyful moment, the media plan has come to life. Once you're in a restaurant, drinking your wine as your favourite song plays in the background, you're listening to a clear strategy. As the grapes are waiting in barrels, insight is developing. When the grapes are harvested in the spring, the data is being analysed. What makes us human? I think the answer is winemaking. Streets are cities’ skeletons insight is the frame for strategy. We process it, make sense of it, make a connection between it and create the insight that will start the story. Often people say “insight” when they mean “data”.ĭata is based on numbers and it is raw. Each brief starts another game with another challenge. This is not a static game, this is a competitive game and we love it. but the most important thing is it should solve the business challenge with the support of the insight. The eventual strategy includes ideas, content, activation, etc. In an insight we’re also looking for something that demands a strategic response. The “unmet consumer need” is crucial because it shows where we can make a change. Our insight must be based on knowledge and must connect to the client problem we’re trying to solve. At Wavemaker we define an insight as “An informed understanding of the unmet consumer need that our strategy must address. It is the kickstarter of marketing intelligence. ![]() So let's get back to the basics and start with “what is an insight?” – one of marketing’s other ‘cool’ words. The insight feeds the strategy and the creative activates the strategy. Strategy is about building a game plan, building systems, building a backbone with soul. But no: please do not use this word if it is not “strategy”. In the creative industry, if you use this magical word it looks fancy, sexy and smart. Strategy is often misunderstood and misused, argues Wavemaker’s Erge Güçlü Ayar – it’s time to reclaim it. ![]()
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