Stepping into a Strategy Director (or even Head of Strategy) role can feel like you’ve been thrown into the deep end of the pool. But here’s the thing: there’s no handbook that can truly prepare you for the reality of leading a strategy team. Sure, you might find a few craft skill sheets and expectations, but the real lessons? They’re learned in the trenches, under fire, and, more importantly, in the war rooms where decisions shape the future of your agency and the brands you steward.
There are a whole heaps of peeps who have had more experience in this realm, but I’ve watched and listened and observed from some of the greatest minds and along with my own – have attempted to create some words of advice…
Welcome to Politics
Strategy isn’t just about crafting brilliant ideas or influencing them; it’s about navigating the complex web of agency politics. As a strategy director/leader, you’re now the face of your team, the voice in the room, and sometimes, the mediator in tough negotiations. Hostage negotiation skills? You’ll need them. You’ll be standing up not just for yourself but for your team, ensuring their ideas and hard work don’t get watered down in the crossfire of conflicting interests.
Be BFFs with Clients
Your clients are your greatest allies and, at times, your biggest challenges. Don’t just let the account leads be the only ones with relationships; form your own damn bonds – and get jiggy with clients. Understand their business, their pressures, and their dreams. The deeper your relationship with them, the more they’ll trust you, and the more leverage you’ll have to push through brave ideas and fight for strategic inclusion. Don’t forget to keep it real. It’s your damn job. #Be_Objective
Learn to Talk Money
This one’s a game changer… Strategy isn’t just about ideas; it’s about knowing how those ideas impact the bottom line. You’ll need to speak the language of money i.e. how to use it, how to make it, and yes, even how to break it when necessary. Understanding budgets, ROI, and financial implications will allow you to not only sell your ideas but also to upsell strategy and defend its value when budgets get tight. Does your agency have a ‘Strategy Degustation Menu’ of some sort? If not, create one. Not only will it benefit selling in Strategy to clients, but it will help you sell it internally across other departments i.e. “What the hell am I paying for”?
Upsell Strategy, Fight for Inclusion
Not every battle is worth fighting, but some wars must be won. As you transition from doing the work (Senior Strategist) to managing it, you’ll quickly realise that strategy inclusion in every project isn’t a given… it’s something you have to advocate and fight for constantly. Yes, I use the word “Fight” because so often it feels that way – especially in teams that don’t get Strategy, or value it, or see the opportunities (once again – it’s your job). Pick your battles wisely, but always be ready to defend the importance of a solid and impactful strategic foundation. No one can fight common sense. Although, you know what they say about common sense right? It’s not that common…
Lead vs Manage
This is a subtle yet powerful shift. As a Senior Strategist, you’re knee deep in the work, crafting ideas and decks. As a Director/Leader, it’s about managing the work and people – not just within your strategy team, but across other internal and external teams as well. If you’re lucky (or unlucky, depending on your viewpoint) to reach Head of Strategy level, your role shifts again. Now it’s not just managing the work; it’s about leading the work, managing workflows, budgets, expectations, and people. You may not always be in the trenches, but you’re in the war rooms, planning and talking strategy at the highest level. Remember, people don’t need to see your decks; they need to hear your words.
No More Imposter Syndrome
You’ve made it this far. Imposter syndrome? Toss it out the window. You’re here because you belong. Now it’s time to impose your personal take and brand on everything you do. Leave your mark, make bold decisions, and don’t be afraid to challenge the status quo. #You_Fucking_Got_This
Learn How to Let Go
At the end of the day, remember: it’s only fucking advertising. While our work can be impactful, it’s essential to maintain perspective. Don’t lose sleep over a deck that didn’t get presented or a campaign that got killed. Learn how to let go, because tomorrow brings another brief, another challenge, and another opportunity to create something great.
NB: Feel free to reach out if you ever want to chat. I’m always open to meeting new people, sharing knowledge and doing better for our industry, the work and our community!
💀 🖤
Cheers,
DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia
THE CREATIVE STRATEGIST 