Strategy Is Back
Did agencies jettison strategy at precisely the wrong moment?
Is the AI-machine-driven slop industrial complex fundamentally broken?
With the arrival of a new LLM-focused customer journey and companies needing to be machine and agent-readable, does this now mean that strategy matters more than ever?
If you don’t know who you are, how can you tell the machine?
If you don’t know what makes you different- what stops you from being commoditized?
Strategy is back, and clients know it matters, but agencies flipped the script to machine-driven slop that ends up damaging brands, not protecting them.
More here
Ed, I hope you’re right. And I partly agree. But I also see advertising strategy in the age of AI morphing into something that doesn’t really resemble strategy. Just as agencies no longer resemble agencies. Hopefully it’s a new species of strategy that emerges from this reckoning.
So much to love in this. Brilliant!