Why the best strategists are copywriters (and vice versa)
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Transcript of Why the best strategists are copywriters (and vice versa)
![Page 1: Why the best strategists are copywriters (and vice versa)](https://reader033.fdocuments.in/reader033/viewer/2022052621/558a27dfd8b42a7e578b4633/html5/thumbnails/1.jpg)
Planners & copywriters
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![Page 3: Why the best strategists are copywriters (and vice versa)](https://reader033.fdocuments.in/reader033/viewer/2022052621/558a27dfd8b42a7e578b4633/html5/thumbnails/3.jpg)
Where we come from
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![Page 5: Why the best strategists are copywriters (and vice versa)](https://reader033.fdocuments.in/reader033/viewer/2022052621/558a27dfd8b42a7e578b4633/html5/thumbnails/5.jpg)
The role of a planner =
Making information useful
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Which means
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Which can be
![Page 8: Why the best strategists are copywriters (and vice versa)](https://reader033.fdocuments.in/reader033/viewer/2022052621/558a27dfd8b42a7e578b4633/html5/thumbnails/8.jpg)
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Strategic ideas vs creative ideas
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Strategic ideas vs creative ideas
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Working with planners
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What planners think of creatives
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What planners want from creatives
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What creatives think of planners
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What creatives want from planners
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conclusion
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CAN PLANNERS BE CREATIVE?
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Making information useful
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Most briefs are clichés
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But no cliché is unplayable
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![Page 27: Why the best strategists are copywriters (and vice versa)](https://reader033.fdocuments.in/reader033/viewer/2022052621/558a27dfd8b42a7e578b4633/html5/thumbnails/27.jpg)
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And together, you’ll find a way
![Page 31: Why the best strategists are copywriters (and vice versa)](https://reader033.fdocuments.in/reader033/viewer/2022052621/558a27dfd8b42a7e578b4633/html5/thumbnails/31.jpg)
And together, you’ll find a way
![Page 32: Why the best strategists are copywriters (and vice versa)](https://reader033.fdocuments.in/reader033/viewer/2022052621/558a27dfd8b42a7e578b4633/html5/thumbnails/32.jpg)
And together, you’ll find a way
![Page 33: Why the best strategists are copywriters (and vice versa)](https://reader033.fdocuments.in/reader033/viewer/2022052621/558a27dfd8b42a7e578b4633/html5/thumbnails/33.jpg)
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So…
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If you are a future copywriter
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But don’t worry
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thanks