The first quality a Strategic Planner must have is creativity. This professional must constantly renew his ideas in order to make unique proposals. Curiosity is also essential to draw a sudden inspiration for example. Moreover, since they work with other professionals, they must have a sense of teamwork. In the same line, a very good interpersonal skills is useful. Apart from that, a Strategic Planner must be at ease with data in order to carry out his analysis and synthesis work with serenity. And finally, being a good speaker is important to be able to present the work effectively. 

In the majority of cases, the Strategic Planner handles several budgets and steers the client's strategy. His intervention is essentially on the creative part, at the end of which he draws up a "creative brief". The latter refers to the formalization of needs and expectations in the form of a strategic recommendation. The objective is to enable the teams to respond to the initial request. Apart from this, this expert has an observer role on communication trends and the market as a whole. In addition, research plays an important role in this profession. The Strategic Planner must, in fact, carry out competitive benchmarks, behavioral studies, audience analysis...

To access this job, a Bachelor's degree in Marketing and Communication is ideal. This training allows learning how to produce quality content that meets a digital strategy. It also allows you to efficiently write a creative brief. Some companies or agencies only recruit candidates with a master's degree. This allows them to specialize and deepen their theoretical and practical knowledge. Otherwise, other diplomas may be required, such as a postgraduate degree in communication, commerce or business management. If it is for the position of Director of Strategic Planning, candidates must have 5 to 10 years of experience in customer or artistic direction. 

To understand the importance of a Strategic Planner in a project, one should note that this professional is the third eye of the advertising team. His strategic analyses are therefore indispensable. It is also important to know that the digitalization of the brand as well as new corporate strategies put this expert at the heart of the agency or company. He brings complementary skills and added value to the project. He allows companies to more precisely define the stakes between brand and customer relationship. It should be emphasized that a company's strategy is based on customer loyalty and the relationship that the customer has with a brand.