Great strategy isn’t about ticking boxes—it’s about thinking and executing differently. AdSchool Core Strategic Planning facilitator Sebastian Revell (Executive Strategy Partner at Emotive) has spent years honing the skills that transform good thinking into game-changing ideas for the world’s biggest brands. As he gears up to lead this year’s course, he shares what makes a strategist truly stand out, how to sharpen your strategic instincts, and why the best way to get better is to get stuck in.
***
What separates a great insight from just good information? How can aspiring strategists sharpen this skill?
The best insights feel obvious yet original. It’s about making new things feel familiar and familiar things feel new. It’s about finding the tension, twist, or hidden implication within an existing truth. Take Snickers’ famous You’re Not You When You’re Hungry campaign – it credibly gave their product truth (Snickers are filling) a platform by taking a twist on an understood cultural truth – the internet is full of angry people, but they might actually just be hungry.
What’s the secret to writing a creative brief that actually inspires?
A great brief needs to do two things: instruct and inspire. The most important parts of a brief that do this is defining the problem, uncovering a fresh insight, and/or landing on a distinctive proposition. And you don’t necessarily need all three. The key? Focus. Too many briefs get lost in bloated templates. Keep it tight, and creatively charged—so it fuels and gives direction to great ideas instead of getting in the way.
What underrated skills can make a strategist stand out in a pitch?
First, remember: the room wants you to succeed. They’re primed to listen and respond positively, so let that buoy you in having confidence when presenting. Secondly, within the process, speak up and have a point of view. Pitches are great opportunities for fresh thinking and evolving an agency’s approach; avoid passive agreement and simply deferring to the most senior opinions.
What books, podcasts, or resources do you recommend for sharpening strategic skills?
My recommendations include reads from Byron Sharp, Daniel Kahneman and Stephen King (brand planning expert, that is) and a raft of great podcasts. Check them all out in this year’s AdSchool Playbook.
Have you seen Mark Pollard’s list of strategy frustrations? What are your thoughts, and can new strategists avoid them?
Frustrations aren’t unique to strategy or advertising—every job has its own challenges. Mark’s list is insightful and well-thought-out, shedding light on different perspectives. For me, one key frustration is the focus on predefined deliverables. Often, we assume advertising is the solution, but strategy should be about understanding what game we’re playing first, not just sticking to a set way of thinking. It’s about flexibility and discovery.
What’s your top advice for someone breaking into strategy from account management?
Be broadly curious—and be able to show it. The best strategists connect seemingly unrelated dots to create something new. Read widely, observe everything, and build a perspective. Strategy isn’t just knowing things—it’s knowing how to use them.
What do you like most about facilitating the Core Strategic Planning course?
The two-way learning. This course isn’t just about teaching—it’s about what participants bring to the table. Strategy isn’t one-size-fits-all, so we explore different angles, unpack big questions, and chase unexpected tangents. The best learning happens when everyone’s contributing, debating, and pushing ideas further.
***
AdSchool’s Semester One Core Strategic Planning Course starts April 29 in Melb and Perth & April 30 in Syd and online. Learn more and register here.