Agencies love to spend weeks or even months creating a strategy for each marketing campaign, but does this approach still work in a real-time world where consumer reactions and unexpected events can foil the best-laid plans in an instant?
We posed the question to PJ Pereira, creative veteran and co-founder of Pereira & O'Dell, during our chat with him at the Cannes Lions last week. His answer was as surprising as it was insightful.
It turns out, Pereira has been studying kung fu for 27 years, beginning at age 13. Martial arts remains one of the Brazilian native's greatest passions, and he says he thinks of it often when strategy is discussed.
A good strategy in marketing, Pereira says, is like a good strategy in fighting. It guides your approach to winning but still allows you to adjust and reposition as opportunities (and attacks) arise.
Check out the video below to hear how Pereira explains it in his own words. If you're pressed for time, just skip to 2:18 and enjoy his impersonation of the average account planner.