198: Alex Morris on the tension between strategy and creative

Our guest, Alex Morris, is a freelance strategy consultant who authored a study Creatives on Strategy: Looking Outside Ourselves to Define What Strategy Offers. It is a survey of creatives' thoughts about strategy. And it's the topic of our discussion today. Alex is a strategist of high regard, as evidenced by the comments from his colleagues. “Alex Morris is every creative’s dream strategist," noted Heather McTavish, ECD of Virtue. "All in. No bullshit. Smart as all get out. Kinder than anyone you know. Extremely collaborative and on the money.” So it is refreshing that what he uncovered in this survey pulls no punches. And offers all of us, creatives and strategists a like, a keen window into our working relationship. And makes for excellent conversation. Henry Gomez and I share with you excerpts from the survey. And we talk at length about the natural tension between the two camps who are, after all, on the same side. Reminder: For a 90-minute live webinar on writing the single-minded proposition contact Howard Ibach at creativebriefworkshops.com.