Strategies for Strategy: Insights from Those Who Know

When you hear the word “parley,” your mind may wander to visions of a peg-legged pirate with a worn tricornered hat festooned with old medals and a squawking parrot perched on his shoulder. When John Roberts, Chief Strategy Officer at Truth Collective, hears the word, he thinks of an opportunity for learning.

This led John to reach out to other agency strategists from seemingly competitive companies to put aside their business cards and come together under a flag of truce for a discussion called “Planner Parley,” which has become nationally recognized by the 4A’s (The American Association of Advertising Agencies).

Regardless of your position or seniority level, John and company have discovered insights that will help you punch above your weight and ultimately lead to success for you as an individual — and that will benefit your company. Think of these as strategies for strategy.

First, find an ally. Making change on your own can be hard and lonely work. When finding an ally, don’t just look for someone who says “yes,” look for someone who says “yes, and.” Someone who will bring a different perspective that will support your idea. Look for an ally in someone who is in a different discipline but with complementary goals. For example, a social media manager partnering with a web developer to propose building a new analytics platform to gather data. Or, working cross-functionally, a restaurant marketing director could partner with the operations officer to generate ideas to promote a popular menu item that’s been overlooked. Find an ally who thinks, hears and sees things differently but has a parallel objective to yours. A partner that can look at your plan and say, “Same. Let’s make this happen.”

As a strategic planner, John loves to find an ally in a creative director. “Someone who truly understands the importance of a strategic brief that will help them create something powerful from it.”

Next, listen to those around you. Picture this. You’ve spent the past week working on a presentation. You’re feeling all sorts of confident, ready to crush it. You’ve finished the presentation and, surprisingly, instead of being greeted with thundering applause, you’re greeted with feedback…and then more feedback.

Then a little more feedback on that last round of feedback.

So now what?

The hardest thing when you’re driven is to allow others to help you drive.

Take a look around you. You’re surrounded by people who want your company or agency to be as successful as you do. Listen to them; they have experience, knowledge and skills different from your own. Learn how you can improve your work. It can be awkward to be open to feedback in this way, but it can also lead to breakthroughs in business and with teammates.

The hardest thing when you’re driven is to allow others to help you drive.

Shannon Pfeffer, seasoned strategist with experience working in both large and small agencies, has found it’s always beneficial to be open to new ideas. “Listen and implement the ideas that are coming from your team or your client. This will ultimately benefit everyone.”

Finally, strike a balance. Finding that balance between being a coach and an active player is relevant for any role, from CEO to entry-level position. When leading a project or pitch, it’s important not to keep your team in the dark. Share your focus and where your ideas are coming from.

Scott McCleod, director of planning at The Via Agency, puts value in connecting and collaborating with his team in order to push ideas across the finish line. Being in a director role, Scott has struck a balance between being a coach and an active player.

“It’s important to believe in the spirit of the process. Coach creatives and clients about what you’re doing and invite them in to participate. Explain and teach them in the areas where they aren’t familiar. Then, when you’re all on the same page, be willing to get down in the trenches with your team and do the work.”

A favorite quote between Scott and his team is: “The difficult will be done today, and the impossible on Thursday.”

“The difficult will be done today and the impossible on Thursday.”

As marketers, we must use all the tools available to help us to grow not just for ourselves but for our teams and the brands we support. Finding allies, listening to your teammates, and establishing the balance in your work can lead to breakthroughs that elevate your creative ideas. Allowing them to be memorable, distinctive and punch above their weight.

Always remember: “To find the right balance between intention and action, you need to turn your intention into a reality.” John Roberts

If you like what you have read here, check out the Planner Parley podcast featuring John Roberts and friends. Available wherever fine podcasts are downloaded.