The Human Truth of Strategy

At Wieden + Kennedy, they taught us their 3 approaches to finding strategy for their clients:

1. Your truth

AKA what differentiates your client from the rest of the market? What is unique to them?

2. Your enemy

The negative to what you’re dealing with. For example, Wieden + Kennedy’s OK Cupid campaign faced the enemy that dating has become superficial.

3. Your target

Use the data to find your target market, but only to an extent. You want to think about the person on the receiving end of the campaign. They’re more than a number and a statistic, they’re a person too.

Elizabeth Beymer | May 12, 2019