WHAT DOES THE WORD ‘STRATEGY’ MEAN AT FCB NEW ZEALAND?
ANNE LIPSHAM: I’ve always liked this simple definition: ‘Understanding where you are now, where you need to get to and plotting a path between the two’. Whatever discipline you represent, this shouldn’t fundamentally change – we should all be working toward the same shared ambition, with our own filter. For example, when we’re looking at media connections, we’re looking at how the right combination of message and moment can persuade audiences down the right path.
WHAT’S YOUR ROLE IN DELIVERING STRATEGIC THINKING AND PLANNING?
The essence of strategy is choosing what not to do. Keeping focused along the [aforementioned] path to success is key, so in a media industry obsessed with new and shiny, what we say no to is just as important as what
