On Building a Successful Strategy
Leo Burnett Chicago Strategy Director Ariel Tishgart shares her approach to crafting a plan that inspires award-winning creative work
In today’s omnichannel marketing environment, where consumers are constantly inundated with marketing messages, a strong strategy driven by meaningful insight is more essential than ever for developing creative that matters to consumers. That’s where Strategy Director Ariel Tishgart and the rest of Leo Burnett Chicago’s planning department come in.
Tishgart is the strategic mastermind behind the Cannes-winning “Van GoghBnb” campaign, and also wrote the 27-page case study that won the campaign the Cannes Grand Prix in Creative Effective last year. In 2016, she was the most awarded planner in the world.
In other words, Tishgart knows a thing or two about how to develop a successful advertising strategy.
In the video above, Tishgart, who has spent more than eight years crafting insights and constructing strategies at Leo Burnett, discusses how she works collaboratively with her creative counterparts in the planning process, and shares her perspective on the essentials of a truly effective strategy.
Keep an eye out for more sit-downs like these, as we shine a light on the viewpoints, passions and insights from some of our leading planning minds.