Emily Fairhead-Keen critiques the current state of strategy within the advertising industry, arguing that the proliferation of various strategist titles has diluted the meaning and effectiveness of strategy itself. Despite the apparent growth in strategy-related job titles, there is concern that the field has become fragmented, with many falling into stereotypes that hinder effective thinking and execution. The disparity between high-level plans and practical implementation has contributed to a noted decline in advertising effectiveness, highlighting the need for a more cohesive and focused approach to strategy.
If everyone is a strategist, then no one is a strategist. This dilution of the term leads to an identity crisis and simplifies what strategy should embody.
We must confront the fact that strategy has become fragmented, leading to a decline in advertising effectiveness as the gap between planning and execution widens.
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