When brainstorming for that ‘perfect marketing idea’ what is more important, strategy or imagination? In most cases, the answer depends on the personality type of the responder. In our world of digital marketing, we get different responses depending on whether the individual is a design type or a technical type.
  
There’s no real right or wrong answer, they both co-exist very well together. Imagination without strategy means that your ideas aren’t targeted. These ideas are usually very pure and very exciting. They can sometimes be recognised as more ‘art’ than ‘design’. 

Strategy and knowledge without any imagination doesn’t get you very far. It makes thinking of new ideas almost impossible, when the brainstorming process happens, you have to fall back on experiences you or somebody else has already had. You end up just recycling ideas that have already worked in the past. 
 
It’s at these times when strategy will get in the way of anything new.
Looking closely though, I believe there is a third facet, without which both imagination and strategy are useless - it’s the ability to translate ideas into action. That is, making an idea become reality.
 
Yesterday we looked at a top London design agency’s quarterly newsletter. The design is OK and the strategy easy to understand - it’s a collection of stories written by different members of the business.  

The difference is that the ideas are realised without any compromises - raw ideas. Reading the newsletter, it made us laugh out loud, some of their ideas that stood out are some of the best and most original I have seen. The funny thing was that that these were creative ideas that were not accepted by their customers. 

There are probably hundreds of design agencies that produce ideas of the same quality, but because their ability to translate ideas into action isn’t good enough they may never have that sort of impact. 
 
My younger brother is a Graphic Designer, he gets annoyed when he shows me his portfolio and so many of the original ideas are no longer visible because the client or account manager demanded so many changes. His ideas start as fresh and raw but then become increasingly strategy led as the evaluation process goes on. 

As a designer myself, I hate seeing my original ideas become watered down. That’s why it is important to have a well balanced team where everyone understands their strengths and roles in the ideas process. 

I do not think that there are many marketers or designers who have the perfect balance of imagination and strategy but the difference will always be the in the ability to translate ideas into reality. 

Generate UK can help you find original ideas that communicate exactly what you want to your customers. We draw on experience from our knowledge of marketing strategy and our tuned imaginations. Additionally, we can show you how to take your internet marketing to the next level, making it more targeted.  Call us now on 01635 550431 involve us in your next marketing campaign.