Check out this post from our strategist, Pim van den Bergh, on how strategy and creative copy work hand in hand to shape impactful messaging 💡
Strategy or creative copy? Navigating the grey area In the world of branding and marketing, it’s easy to think of strategy and creative copy as two distinct tasks – strategy tells us what to say, while creative tells us how to say it. But in practice, the line between the two is often blurred. Sometimes, what we think is a strategic direction might also serve as creative copy, and vice versa. So how do we determine which is which? Strategy: The blueprint Strategy serves as the foundation for all messaging. It outlines the goals, audience insights, and key brand values that shape the creative direction. Strategic text provides clarity. It focuses on the what and why, ensuring that the message is aligned with business goals and audience needs. It’s factual, clear, and guides the creative process without dictating the execution. Creative copy: Bringing it to life Once the strategic direction is set, creative copy transforms those insights into engaging language that resonates with the audience. It’s the “fun” part – the storytelling, the wordplay, and the emotional triggers. Creative copy is often more fluid, designed to capture attention, spark emotions, or influence actions. While strategy lays the foundation, creative copy brings it to life. When the lines blur In reality, the most successful projects are the ones where strategy and creative copy feel inseparable – where the “what” and the “how” work in harmony to create something that’s both meaningful and memorable. At Meijer + Walters, we nurture a culture of open collaboration which allows us to blur the lines. This strengthens the final message rather than creating confusion. So, the next time you find yourself wondering if something is strategy or creative copy, remember that it’s not about choosing one or the other – it’s about how the two work together to tell an engaging, rational, compelling story.
