Our Associate Strategy Director, Sally Kallet, was recently featured on Julian Cole’s "Starting in Strategy" podcast. In the episode, she offers advice for strategists, shares her career journey, and discusses what she finds most useful in being a member of the Planning Dirty Academy.

Have a listen.

One of her tips includes creating a diary of deconstructed strategies from good advertising. This is the template that she uses:

1. Identify the business challenge

2. Write the brief of the ad via Get/To/By

Get: How a brand sees their audience and audience’s problem
To: The audience’s desired response
By: One message/action

3. Identify The idea

4. Identify the tension (if any)

5. Identify the creative strategy