How to develop a creative strategy

Merry Baskin

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

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