4A's Strategy Festival Inspire! 2013 Presentation

The Insight Starts with the Outlook4A’s 2013 STRATEGY FESTIVALJEN BURKEYOCTOBER 29, 2013

ACCOUNT PLANNER@JENBURKEY

JEN BURKEY

ACCOUNT PLANNER@JENBURKEY

JEN BURKEY

The Goal

ACCOUNT PLANNER@JENBURKEY

Revitalize the role of strategy

JEN BURKEY

The Goal

ACCOUNT PLANNER@JENBURKEY

Revitalize the role of strategy

CLIENTS DON’T WANT TO PAY FOR IT

JEN BURKEY

The Goal

ACCOUNT PLANNER@JENBURKEY

Revitalize the role of strategy

CLIENTS DON’T WANT TO PAY FOR ITCREATIVES DON’T ALWAYS VALUE IT

JEN BURKEY

The Goal

ACCOUNT PLANNER@JENBURKEY

Revitalize the role of strategy

CLIENTS DON’T WANT TO PAY FOR ITCREATIVES DON’T ALWAYS VALUE IT

ACCOUNT PEOPLE TRY TO SUBSTITUTE FOR IT

JEN BURKEY

The Goal

“What do you do?”

“What do you do?”

“I work in strategy and research at an ad agency.”

“So ... you make Powerpoints?”

AND WHAT CAN WE DO ABOUT IT?The Problem

Lost In TranslationIT’S NOT HARD TO IMAGINE WHY PEOPLE MAY NOT BE

ABLE TO SEE VALUE IN WHAT WE DO WHEN THEY CAN’T ALWAYS DEFINE OR UNDERSTAND WHAT THAT IS

Swiss Army Knife ParadoxWITH EACH STRATEGY& TOOL THAT WE ADD TOOUR ARSENAL, WE RUN THE RISK OF OBSCURING OUR PRIMARY PURPOSE

PROVIDE A POINT OF VIEW ON CONSUMER AND CLIENT REALITIES THAT CREATES

SMARTER SOLUTIONS

Primary Purpose

HOW DO WE MOVE FROM BEING A VALUE-ADD TO A VALUE ON OUR OWN?

Strategy&

WE, AS STRATEGISTS AND AS AN INDUSTRY,NEED TO INNOVATE AND INCORPORATE A

SPIRIT OF CREATIVE ENTREPRENEURSHIP

Beyond the Big Idea

IT’S NOT ENOUGH TO DO THINGS BETTER, WE HAVE TO DO BETTER THINGS

Solve Better Problems

CHALLENGE COMPLACENCY AS THE STATUS QUO

Be the Voice of Change

LESS JARGON, LESS LOOKING BACKRenew a Human & Future Focus

THE BEST WAY TO PREDICT THE FUTUREIS TO INVENT IT

Be the Architects of What’s Next

Be FearlessTOGETHER, LET’S MAKE THIS THE MOST EXCITING TIME TO WORK IN STRATEGY

Thank You

ACCOUNT PLANNER@JENBURKEY

JEN BURKEY