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A Masterclass trainer explains the difference between strategy and tactics

A Global Brand Strategy Director at McCann explains the difference between key advertising terms

You’ll often hear the terms ‘strategy’, ‘tactics’ and ‘objectives’ used, and sometimes interchangeably even though they have different meanings. In this exclusive excerpt from a D&AD Masterclass, Karen Crum, SVP and Global Brand Strategy Director at McCann, explains the difference between each one. Crum says, “You have your objective, which may be to get to the other side of the mountain. Your strategy is how to get over that mountain. Now, your strategy might be to drill a hole straight through it, or to make a tunnel. Your tactics are then (what you need to make that happen) like a drill, or some workmen.”

This is an exclusive excerpt from D&AD’s online and on-demand Active Strategy course, that breaks down the process of ideation into five main steps to learn how great ideas happen. More information and sign-ups here. You can also explore more online courses here, as well as upcoming in-person and online teaching here.

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