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  • Strategy Craft Skills v1

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    Duy Huỳnh
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    The document outlines different skill levels from graduate to partner for core creative disciplines like clarifying problems, insight creation, and strategy development. For each level it lists example skills and deliverables an individual at that level should be able to perform. The most junior levels focus on understanding and summarizing information, while the most senior levels challenge assumptions, develop frameworks, and act as counsel to C-suite clients.

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    The document outlines different skill levels from graduate to partner for core creative disciplines like clarifying problems, insight creation, and strategy development. For each level it lists example skills and deliverables an individual at that level should be able to perform. The most junior levels focus on understanding and summarizing information, while the most senior levels challenge assumptions, develop frameworks, and act as counsel to C-suite clients.

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    © All Rights Reserved
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    Download as pdf or txt
    22 views1 page

    Strategy Craft Skills v1

    Uploaded by

    Duy Huỳnh
    The document outlines different skill levels from graduate to partner for core creative disciplines like clarifying problems, insight creation, and strategy development. For each level it lists example skills and deliverables an individual at that level should be able to perform. The most junior levels focus on understanding and summarizing information, while the most senior levels challenge assumptions, develop frameworks, and act as counsel to C-suite clients.

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    © All Rights Reserved
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    of 1

    Core Creative Strategy Craft Skills Matrix v1

    Discipline Skill Area Graduate Associate Senior Associate Leader Director Partner
    ..understand the purpose & …help shape a client engagement …rigourously articulate & …reframe the problem to identify …challenge assumptions & lead …can act as a counsel to C-suite
    I can… context of a client engagement and ensure it delivers for their interrogate client needs to keep new opportunities for the client across disciplines so that the clients and form valuable
    and agency's role business the strategy on track and agency entire picture makes sense partnership for the agency
    • Summarise a client brief • Interpret a client brief • Capture & Translate a client brief • Senior stakeholder & industry • Understands how to give • Formulate and make
    • Read a sales or company report • Understand sales & revenue into an actionable plan to guide expert engagement direction and partner with client recommendations regarding a
    CLARIFY THE PROBLEM • Know the fundamentals of dynamics of a client (volume, agency disciplines • Articulate the different types of and different brand, comms, client's business strategy
    What have we been asked to do, branding (emotional/rational, value, share, pricing, distribution, • Understand the fundamentals of brand & business strategy for service design and IT agencies
    what can we do, what should we do? blind/branded) AWP) a client balance sheet & business different sectors (retail, luxury, • Help senior clients to formulate
    Craft Skills & Deliverables • Understand the role, benefits & • Understand different aspects of plan service, corporate) better briefs and tasks
    limits of digital client's business (marketing, sales, • Complete a Business Model or • Define the true nature of a client
    org, IT) value proposition canvas for client problem (decreased loyalty,
    or project category or favourability decline,
    new entrants, changed purchase
    dynamics)

    …help others to develop …develop an insight or reseach


    …identify & report on interesting & …communicate an actionable data- …understands how to use ..develop an insight or research
    actionable insights that are based framework that becomes
    I can… relevant patterns from diverse led insight from brand, audience, research to create original & framework that influences wider
    on rigourous understanding and fundamental to a client's or
    sources culture & category innovative insights culture or industry
    proof agency business
    • Know an Insight v Observation • Understand principles & practice • Writes research briefs/proposals • Fluent moderating qual research • Able to assess research findings • Produce original research that
    • Understands categories & roles of consumer segmentation & • Experience of moderating qual (on & offline) at speed to find new knowledge & results in ground breaking or
    of research (Qual v Qant) personas research (on & offline) • Quick to understand how insights industry recognised innovations
    • Create & present summaries of • Knowledge of key research • Originates consumer/technology psychology impacts brand choice • Directs others to quickly access • Recognised by industry as a
    INSIGHT CREATION trend reports sources (WARC, Mintel, Forrester, trend thinking & human behaviour relevant sources of information & thought leader in field(s) of
    • Create & present competitor TGI, GWI, IDIOM) • Pushes for the use of more • Experience applying techniques for analysis expertise
    Finding things out, filtering them,
    reviews • Design questionnaires, exit original research approaches behaviourial economics principles • Understands how to create/run
    rethinking them laterally to inspire
    • Synthesise desk research for surveys, card sorts, screeners, (semiotics, Ethno) & frameworks a major research project
    Craft Skills & Deliverables relevance discussion guides • Knows where to look for • Quickly identifies the sources of
    • Well versed in free social & • Make recommendations from insightful research and discoveries information & insight appropriate
    analytic tools (Google Trends etc) user testing & usability studies • Provides a high quality to a defined client problem
    • Consistently demonstrates ability interpretation of research findings (Existing research, behaviour data,
    to synthesize implications ("so theory, case studies)
    whats?") from analysis • Able to manage data science
    team outputs (can tell an
    Intertopic from a K-Means)
    …understand the role & process of …see the alternate strategic routes …inspire a wider team and act as …brief and collaborate …act as a triumvariate with CP & …originate a new vision that
    I can… creating a great idea or for a problem and articulate the the domain expert to keep them constructively even when the final CD to ensure positive direction of transforms a client's business and
    experience chosen one on track outcome is unknown client activity organisation
    • Understand a brief v briefing • Defines clear, actionable • Articulates detailed, cross- • Knows how to brief for an idea • Leads the creation of a new • Defines and communicates
    • Know what makes a good/bad objectives discipline objectives frameworks versus different media and digital & brand experience "What's Next" and future trends
    SET THE PATH brief(ing) • Appreciates the components of tied to measurent channels executions strategies across wider client • Able to lead other leaders and
    Giving inspiration, clarity & confidence to brand & communications strategy • Uses new or inspiring methods • Leads multi-discipline innovation business not just provide strategic direction to the
    the team about what needs to be done (objectives, segmentation, of briefing workstreams campaign/project organisation
    Craft Skills & Deliverables positioning, targeting) • Integrates on/offline business,
    • Write a single minded creative experience and campaign
    brief elements
    • Confident briefing creative & UX
    teams
    …express my enthusiasm and …develop new & innovative ways …lead a project commanding
    …support the creation of an idea …act as a team catalyst via …ensure ideas are industry leading
    I can… passion for ideas in a helpful & for ideas, experiences & attention & action to get the best
    that is right for audience & brand persuasion and facilitation and reputation building
    valuable way campaigns to work from everyone
    • Make a valuable contribution to • Facilitating brainstorms • Identify and articulate "the idea" • Develop & moderate original • Creates radical new models for • Challenges what the agency's
    IDEATION brainstorms and workshops • Supporting creative with relevant and whether it is on or off brand workshops the future of brand and expected "product" is and takes it
    Helping creative & other disciplines come • Documents and shares great and timely stimulus • Act as a presenter or activity • Able to develop different communication in new directions
    up with better ideas, faster work (problem, insight, idea, • Provide sensitive and clear advice owner during internal & external territories and brief teams to • Draws upon external sources &
    Craft Skills & Deliverables execution) in creative development of an idea workshops explore them discipline experience to inspire
    • Help creative teams articulate • Develop & communicate • "Bakes in" channel/technology and enhance strategies
    ideas guildelines for content & tone of thinking to creative strategy
    voice
    …make a successful deliverable …communicate clearly & …adapt approach to prove …advances ways for realising
    …assist in the communication and ...pioneer new ways of working
    I can… that tells a compelling story or is a intelligently about complex ideas, concepts and ensure a winning strategy and ideas that impact
    bringing to life of an idea and "selling" the idea
    tangible proof systems & strategies outcome industry culture
    • Articulate the different types of • Can formulate a clear hypothesis • Articulate the idea & why it • Present compelling stories in • Hold Marketing Director & C- • Creates deliverables or think
    idea (brand, campaign, execution) and recommend methods for works original rather than formulaic suite level presentations pieces that are widely replicated
    • Assist in the creation of stimulus testing it • Can create pitch standard ways • Assists in or lead the creation of and built upon internally and
    PROTOTYPING & STORYTELLING and experiments • Confident representing data in deliverables • Can structure and lead a winning "convincers" or proof of concepts externally
    Defining the idea, proving, visual formats and telling a story • Engage clients regardless of pitch
    communicating & selling it • Transform an idea into a coherent position with a narrative that wins • Pre-test, validate and adapt an
    Craft Skills & Deliverables outline, storyboard or paper them over idea to ensure impact on
    prototype • Apply real-time feedback into brand/business (MB, Link,
    idea System1, Qual & Quant stim tests)
    • Lead & manage experiments to
    prove viabilty of concepts, ideas &
    executions
    ..help with the practical …take a strategic idea or plan and …take a strategic idea and expand …implement deeper, practical ...influence senior clients in ...partner with senior clients to
    I can… implementation of stategic & with supervision & support bring it it out into a fully realisable knowledge about key disciplines & experimenting with new channels, transform their wider digital
    digital work to life initiative opportunities content & technology capabilities
    • Explain the pros & cons of • Document & visualise simple • Identify & proritise key barriers & • Detailed but clear holistic • Create recommendations about • Provide consultancy level digital
    different channels for a task & experience journeys in clear & opportunities in an experience frameworks media spend levels and transformation skills and advice
    audience compelling ways journey • Apply service design thinking apportionment
    • Understanding of experience • Can write a channel/technology • Create a brand experience eco- • Roadmap the practical phases to • Own the development of a T-
    MANIFESTING THE WORK journeys plan across Paid, Owned, Earned system a campaign or project in map or roadmap for digital
    Crafting the experience journey and • Experience in process & media • Detailed Requirements Capture collaboration with the wider team transformation
    delivery detail that brings the idea to life requirements for managing social • Knows the potential reach, & stakeholder interviews • Develops detailed strategies for • Develop service/experience
    Craft Skills & Deliverables platforms (e.g. YouTube) affinity & reaction value of different • Write use cases, user journeys & specific disciplines (e.g. social, blueprints
    channels for brand and audience stories mobile, content, CRM) • Creates tools & frameworks
    • Understands the requirements adopted by other strategists
    and practicalities of
    content/social ideas and how to
    incorporate into a strategy
    • Creates messaging frameworks

    …understand what drives the …understand the mechanics of ..define what true effectiveness …lead the cross discipline & …show recognised expertise …evolve and enhance new
    I can… impact of strategy & help gather effectiveness and how to build a looks like and why; gather & agency teams needed to prove linked to the proven the value of methodologies & theories behind
    the evidence case analyse the proof effectiveness ideas effectiveness
    • Understand different categories • Understands the logic of how to • Uses data and analytics tools to • Write a KPI plan that ladders to • Writes effectiveness case • Writes winning entries to
    of measures (e.g. lead, lag, sales, prove effectiveness (controls, measure the effectiveness of clear business & brand objectives studies or award entries effectiveness awards (e.g. Effies,
    ROI) econometrics) activity and optimise as a result of with a practical source & • Contributes to the creation of IPAs)
    MEASUREMENT & EFFECTIVENESS • Reads effectiveness papers • Understand KPIs, targets & data learnings (e.g. GA, YouTube) implementation RACI econometric models and tracking
    Proving if, how and why the work created • Knowledge of SEO & SEM sources • Differentiates between helpful & • Model the impact of traffic, activity
    real value for the business and consumers principles • Understands the uses & unhelpful data to enable clients to conversion rates & purchase • Sets up projects for integrated
    Craft Skills & Deliverables • Create basic analytics reports implications of testing appreciate its true value and behaviour on ROI (funnels, growth evaluation from the start
    (e.g. traffic, sources, bounce rates, methodologies (A/B, multivariate) relevance formulas, AWP trees)
    conversion) • Develop an effectiveness • Can understand, select and
    roadmap or model optimise different attribution
    • Knowledge of channel specific techniques (e.g. Markov)
    KPIs and their importance

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