The Death of Strategy? Not Quite.

I was minding my own business the other day when I overheard an agency head say, “We don’t need a strategy director. Everyone can do strategy, even an account manager.”

I should have walked away. Instead, I stood there, gripping my coffee, trying to process the sheer ignorance of that statement.

19 years in advertising, and I’ve heard my fair share of nonsense. But this? This was next-level bullish*t.

The Strategy Myth

There’s a dangerous belief spreading in agencies today that strategy is just a byproduct of good thinking. That it doesn’t require a dedicated expert. That anyone can do it.

• “Our creatives think strategically.” Sure, they do… about storytelling, aesthetics, and engagement. But can they architect a long-term brand positioning that withstands market shifts? Unlikely.
• “Our account managers know our clients best.” True, but knowing a client’s business doesn’t mean you know what to do with that information.
• “Strategy is just common sense.” No, it’s not. If it were, brands wouldn’t be burning millions on campaigns that go nowhere.

What Strategy Actually Is

Strategy isn’t about brainstorming clever ideas in a room full of post-it notes. It’s about:

• Understanding consumer psychology, market trends, and cultural shifts.
• Connecting business objectives with creative execution.
• Building a framework that ensures long-term growth, not just short-term wins.
• Knowing when to pivot and when to stay the course.

You don’t “just do strategy.” It’s not an afterthought.

It’s not a skill you pick up on the side while managing clients or designing visuals. It’s a discipline, just like creative, media, or account management.

Why Agencies Need Strategy Directors

Let’s get one thing straight: strategy directors don’t exist to make decks. We exist to make sure the agency isn’t just throwing ideas at the wall and hoping something sticks.

• We filter out bad ideas before they become expensive mistakes.
• We keep brands from chasing every trend just because it’s trending.
• We turn data into actionable insights, not just pretty charts in a pitch.
• We provide a north star for creative teams so they’re not just making ads, but making impact.

If anyone could do this, agencies wouldn’t be losing pitches, brands wouldn’t be directionless, and campaigns wouldn’t be flopping left and right.

The Real Problem

When a CEO says, “We don’t need a strategy director,” what they’re really saying is:

• “We don’t understand what strategy actually is.”
• “We don’t want to pay for it.”
• “We don’t see the value in long-term thinking.”

And that’s the issue. The best agencies and brands know that without strategy, they’re just gambling. The ones who think anyone can do it? They’re the ones churning out forgettable work and wondering why nothing sticks.

If Everyone Can Do Strategy, No One Is Doing It

A strong brand doesn’t happen by accident. It happens because someone, somewhere, made the right strategic decisions before a single ad was created. Without strategy, agencies are just project managers with bigger budgets.

So the next time someone tells you “anyone can do strategy,” ask them how many successful, long-term brand transformations they’ve led. Watch the silence that follows.

Because while everyone might have ideas, not everyone knows what to do with them. And that’s the difference.