Janna Reddig

The digitalization of art has had a tremendous impact on the strategic and conceptual creative process, whether a person or a machine is creating it. Besides convenience, digital art helps bridge the essence of the strategy and the creative idea by unlocking the client's imagination for how it might show up in the world. Whether digital art is used for a mood board to guide choices in a brand logo and style or a film treatment, it can help drive better creative decision-making between clients and the broader innovative team through to production. As a strategist, I enjoy using MidJourney and Canva for presentation-making or “plannerfesto” artwork, and Figma or Miro for collaborative brainstorming.

Be curious and take in as many experiences as possible. Talk to strangers, travel with and without people, observe others, attend exhibits and events, volunteer for your local paper, and speak to neighbors who don't look like you. Talk to people in the creative industry from different perspectives and disciplines and understand the sheer opportunity available for creative-minded individuals, including designers, strategists, and even architects. Creativity is about connecting experiences and sometimes disparate ideas, so the more variety in the experiences you have, the better you will become at making these connections.

I've always had a curious brain, been interested in people, and was kind of a bit eccentric. I have always found excitement in “pitching” and psyching up others to be brave and take risks which becomes a critical skill once you have a solid strategy. I found my creative calling through art and comedy but the first time I got a bug for selling was competing in the high school business club, DECA.

Wonder Woman. I love it when brands can solve big problems and positively impact the world.

Focus on what the brand can offer consumers.

During my career, I've had the opportunity to sit at different seats at the table - Comms Planner, Brand Planner, and "The Client". The philosophies I subscribe to re: strategy sit at the intersection of David Ogilvy and Marshall McLuhan. I care about planning for effectiveness, big ideas, and the symbiotic relationship between creativity and media.

I would like to know what their favorite brands are today and why. It's a good indicator of how they adopt brands based on function, emotion, pure badge value, overall attitude toward advertising, and the respective category you are researching. It also helps indicate which brands are in their repertoire and recall (unaided).

I attend many webinars and livecasts and subscribe to various newsletters covering topics from Web3 to CPG. One of my favorite culture de-briefings is put on by Sparks & Honey, who track different signals in culture/subculture as I always walk away with new knowledge, terminology, and understanding.

Empathy and clarity are critical so that you can understand where the feedback is coming from and address it adequately. Don't take it personally.

Instead, ask questions and make sure the client understands the role different elements play and what is working/not working. Clarity is key. Do they align with the problem that needs solving? Do they agree on the core consumer insight and brand benefit that will unlock a solution? Do they understand the idea, or is there a considerable misalignment on all of the above? It's essential to understand what is working and not working so there is no confusion on moving forward.

I became a student of the brand and its challenges for every project. My understanding of the brand, its consumer, and my passion for my client's business always shines through. I can get excited about solving almost any brand problem, from table salt to global streaming video launches.

I design strategies for truly integrated ideas. Because I've worked at both media and creative agencies and as an integrated marketing leader on the brand side, I consider how far the idea must stretch and can avoid traditional blind spots.