"'If you don't speak, someone will speak on your behalf.' It's a maxim that Tim Delaney holds close and one that I hear regularly from him. It is, naturally, a point well made. All brands should aim to be part of 'the conversation'. But in today's fragmented media landscape, simply speaking up is not enough to guarantee being heard. So, what's your strategy to get heard?"
"What better way to build a strategy than through a team of whip-smart strategic thinkers? In a world in which AI continues to threaten to eat the lunch of agencies, it should be our strategic prowess, along with our creativity, that sets our industry apart. These two disciplines, beyond all others, define our value. We are specialists, or should be, in understanding the wants and needs of our audiences and then finding creative (literally) ways for brands to connect with them."
Brands need clear strategic choices to meaningfully connect with audiences in a fragmented media landscape. Simply speaking up does not guarantee being heard. Large budgets can create presence but do not substitute for precise strategy or ROI-driven thinking. Strategic thinkers combined with creativity provide the industry's distinct value, particularly as AI threatens agency functions. Strategy and creativity together specialize in understanding audience wants and finding creative ways for brands to connect. Growing concern exists about the discipline's future, with many strategists viewing strategy as at a crossroads and often treated as expendable.
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