StratFest 2022 Shows That Both Strategy and the 4As are Reinvigorated

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Published 09.16.2022

Does strategy have a place in a data-driven, automated marketing world? It’s a question that I’ve been asking my peers over the past few years and one that hung over the 4As StratFest Conference held this week in New York City. The overwhelming answer to that question, at least in a room full of agency strategists, was a resounding “Yes.” And the ad world will be conquered by those, both in media and creative, who know how to use data-driven insights.

At the hybrid event, with a packed audience physically present, the ad agency community focused on what strategy means in a post-purpose-driven world. (Purpose still matters, but it’s now pretty much table stakes and must be completely authentic and relevant as audiences are smarter and more than ready to take brands to task through social media if viewed as inauthentic.)