Developing break-through ideas: How to improve strategic thinking in 2022

Developing strategic ideas that break through to consumers in a fast-moving and competitive landscape requires marketers to level up their creativity in 2022.

As any strategist knows, while the ideas take centre stage, the process to get to them is integral, but invisible, to those they will be shared with. However, as an industry, advertising is obsessed with finding the next big idea to help create the next...