LBB> What do you think is the difference between a strategist and a planner? Is there one?

Dustin> Absolutely, however not because of any romantic longing for a return to the mystique that once surrounded the planner label. The work of a strategist has never been more diverse, as one needs to flex their thinking for both upstream and downstream opportunity. From that perspective, a strategist for me is about identifying opportunity and legitimising brand response. Planning on the other hand is about how to orchestrate an idea to market in the sharpest, most culturally relevant way. Both are important, but flex different muscles.

LBB> And which description do you think suits the way you work best?

Dustin> I find most strategists/planners are either house cats or alley cats. The former toiles in literature to unearth a gem, the later gets out into culture to experience why people behave the way they do. I’ve always valued venturing outside to understand what’s happening in real life.