Lingua Franca: Why a Strategist’s Superpower Is Diversity of Knowledge

Jamie> When it comes to connecting creativity and commerce, I think that the strategist's superpower is the diversity of knowledge that they bring to the table. Great strategists cross topics and subject matter freely – and it shows in their work. They connect dots that others might not see. Being curious is perhaps an overused trope, but like anything overused, there is a truth in it. The more dots you have to connect, the more possibilities there are for your brief – it’s that simple. The best strategists are able to understand the business challenge and reframe it in a bigger context and are able to give a business challenge a creative trajectory. The reframing of a business problem to make it sticky is often the most interesting part of a brief, and perhaps the most overlooked source of inspiration on a brief.

"I think that the strategist's superpower is the diversity of knowledge that they bring to the table. Great strategists cross topics and subject matter freely- and it shows in their work. They connect dots that others might not see."

Jamie> We live in a data-rich and insight-poor environment. There is so much information and data to sift through that it can be overwhelming. And AI, as powerful as it is, is only as good as the prompts you are feeding it. We all have quickly come to realise that. What I believe is more critical than ever in a strategist is their ability to go wide fast, make choices, and create a narrative that is single minded. So often, strategists fall into the trap of showing up with a load of observations. Observations lack a trajectory and the confidence that it takes to persuade. In my agency, we continually talk about making assertions. Strategists take a stand, and stack up to give a brief a direction. They make leaps. And to get any place new you have to take these leaps and tell a story of what the future can look like. That more than ever is what strategists need to strive for.

Jamie> In a world where algorithms increasingly dominate the digital landscape, the ability to create a visionary and driving narrative for a brand has become more important than ever. The promise of efficiency through digital marketing is well-documented, but this optimisation often leads to commoditisation. This reality elevates the importance of having a distinctive idea that separates your brand from the rest, making a powerful brand narrative an essential element of success.

Jamie> The best creatives share a lot in common with the best strategists. They ask beautiful questions that propel the conversation around the brief, driven by their curiosity and desire to explore the problem more deeply. They engage collaboratively, immersing themselves in the challenge and seeking to understand and expand the strategic insights rather than just critiquing the brief. These creatives thrive in the lingua franca of strategy and execution, blurring the lines between the two and finding joy in both understanding the strategy and crafting the creative output. They are generous with their creativity, eager to form, and zero in on what has the most potential, and they are not afraid to tell you what gets them interested or help you find the heat. Their focus is always on the ultimate outcome, putting ego aside to ensure the work is the best it can be. This partnership, where the magic happens, and it’s what every strategist hopes for in their creative collaborators.

"The best creative work stems from a strong strategic narrative, and clients should see and feel the creative strategist's fingerprints in that narrative and in the work. Great creatives will seize an insight or a memorable point from the strategy and build on it, and they are not shy about giving credit where it’s due. That’s lingua franca in action."

Jamie> If clients believe that strategy's role is solely to validate creative ideas, then there is either an optics issue or a strategy issue. The best creative work stems from a strong strategic narrative, and clients should see and feel the creative strategist's fingerprints in that narrative and in the work. Great creatives will seize an insight or a memorable point from the strategy and build on it, and they are not shy about giving credit where it’s due. That’s lingua franca in action. If you are speaking the language that exists between strategy and creativity, between commerce and ideas, it will manifest in the work, the presentation, and clients will feel that shared consciousness.

Jamie> Marketers are looking for real partnership and a compassionate push from their agencies. The best relationships, both in life and in business, are built on trust. Clients need to know that you are in it with them and for them, acting as an integral part of their team. Great teams win together, and your role is to help them reach new heights. This requires more than just encouraging bold work; it necessitates a deep understanding of their world.

There is an art to challenging the status quo in a way that generates momentum while ensuring that clients feel supported and understood. It’s about striking a balance between pushing for innovative, daring solutions and empathising with the client’s needs and constraints. When agencies can master this, they not only foster groundbreaking ideas but also build lasting, trust-based partnerships that drive sustained success.

"There is a certain magic that happens when a team gets it right, starting with the germ of an idea, the challenge of a thought, and the spark of a "what if." In a world that more and more celebrates hard outcomes, there must be room to celebrate the intangibles that lead to those successes."

Jamie> The Jay Chiat Awards play a crucial role in helping the world understand and value the art of strategic thinking, which often feels more like an art than a science. There is a certain magic that happens when a team gets it right, starting with the germ of an idea, the challenge of a thought, and the spark of a ‘what if’. In a world that more and more celebrates hard outcomes, there must be room to celebrate the intangibles that lead to those successes. These awards highlight the often untold stories behind the success, emphasising that lingua franca – the shared language between strategy and creativity – that is the source code for many of the industry's biggest leaps. By honouring these intangible elements, the Jay Chiat Awards remind us of the foundational role that strategic thinking plays in driving innovative and impactful creative work.

---