How to develop a creative strategy

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

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Definitions

There are various types of strategy and there are many different kinds of prefix to the word 'strategy': business, marketing, brand, advertising, communications, PR, digital, content and so on (not forgetting military, from where the term came). Each type is presumably preceded by its own objective(s), for the strategy to deliver against. Back in the last century, the strategies that planners were most likely to be responsible for were stalwarts such as 'brand strategies', 'communication...

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