Recently, Advertising Age quoted the CEO of the global advertising agency, Saatchi & Saatchi, as saying, “Strategy is dead… If you take the time to devise a strategy, the more time you are giving your rivals to start eating your lunch.”
Is he serious? I fully realize we now live in a very fast-paced world and hesitation can be costly, but forget the strategy? How do you get the tactics right without a strategy? The fact is good strategic planning leads to better execution.
We’ve also found that the tighter the strategy, the better the creative product. It certainly makes it easier to create good ideas. With even a loose strategy, creativity becomes far more difficult. With no strategy, it’s almost impossible.
Lack of strategy usually leads to poor management of resources as well. Tactics do not replace strategy; they follow it. Today’s new media enables carefully targeted rifle shots. Why would you want to use a shotgun?