I'm a creative strategist. And turning to survey the role of creative strategist within agencies I see my role as a creative apologist and 鈥榮trategic setup鈥� writer. As translator of client briefs into something coherent and workable for creative鈥檚. As articulator of other people鈥檚 ideas. As PowerPoint jockey. As trend spotter. As data-miner and spread-sheet wizard. As a bad creative with a somewhat big vocabulary. As cheerleader for 鈥榠nnovation鈥�. And especially as the guy that ensures that the client鈥檚 brief turns into great creative work. Work that isn鈥檛 art, but work that sells. Because that鈥檚 what we鈥檙e here to do. Sell products.
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