By Elodie Barlow, Director of o3, for CB News

Trained in strategic communication in the UK and having spent fifteen years in London working alongside renowned strategic planners and creative directors, I have seen firsthand how strategic planning serves as a powerful lever for developing impactful creative ideas and effective campaigns that truly resonate with audiences. This role is key to aligning creative output with brands’ business objectives.

Since returning to France, I have observed that strategic planning is still too often confined to advertising agencies and remains underutilized within communication agencies, largely due to a different understanding of the discipline. These differences, deeply rooted in professional cultures, reveal notable contrasts between the Anglo-Saxon model and the French approach.

A Shared Origin, Diverging Legacies

Strategic planning, as developed in the UK, emerged in the 1960s within agencies such as BMP and JWT, with the aim of reintroducing consumer expectations into the creative process. The strategic planner acts as the voice of the consumer, placing insights at the heart of advertising campaigns. Over time, this role has expanded to PR and integrated communication agencies.

In British agencies, the strategic planner acts as a bridge between consumer research and creative teams. Their role is to formulate actionable insights—based on both quantitative and qualitative data—to maximize the commercial impact of campaigns. This approach is rooted in pragmatism and measurable outcomes.

In France, strategic planning appeared later, influenced by the British model in the 1980s. However, France’s strong intellectual and literary tradition has shaped a more theoretical interpretation of the discipline. This cognitive bias has positioned the French planner as an analyst of cultural trends, often focusing on conceptualizing society as a whole before examining consumer data. This approach has sometimes led to an over-aestheticization of ideas, at the expense of measurable effectiveness. As a result, strategic planning has long remained largely confined to advertising agencies.

The Impact of Consumer Insights on Creativity and ROI

The Anglo-Saxon model relies on actionable consumer insights that connect creativity with performance.

A well-known example is Persil/Omo’s “Dirt is Good” campaign (Unilever), built on the idea that getting dirty is part of children’s learning process. By reframing traditional perceptions of cleanliness, the campaign not only resonated emotionally with parents but also drove sales growth—demonstrating the power of a well-targeted insight.

Similarly, Coca-Cola’s “Share a Coke” campaign illustrates the strength of this approach. Replacing the logo with first names created an immediate personal connection with consumers and boosted sales across multiple markets. It shows how a relevant insight can transform a simple creative idea into a campaign with tangible commercial impact.

This ROI-driven pragmatism is a strength that French strategic planning would benefit from adopting more widely.

The Limits of Over-Theorization in France

In France, strategic planning is often viewed as an intellectual discipline, focused on societal and cultural analysis. While this has led to highly original campaigns, it can sometimes result in over-intellectualization and aestheticization at the expense of business objectives.

Take Canal+’s “La Force” campaign. While it strengthened the brand’s creative image, its immediate commercial impact was more limited. Similarly, the “Liberté, Égalité, Beaujolais” campaign for Beaujolais Nouveau, despite its cultural appeal, did not significantly boost sales.

These examples highlight how an excessive focus on conceptual creativity can sometimes disconnect campaigns from business realities.

The Urgent Need for a More Pragmatic, ROI-Driven Approach

As expectations around accountability and return on investment continue to rise, French agencies must adopt a more pragmatic, results-oriented model. This means directly linking consumer insights to business objectives.

The “Like a Girl” campaign by Always is a strong illustration of this approach. Built on a simple insight—the negative perception of the phrase “like a girl”—the campaign reached a wide audience while increasing the brand’s market share. It demonstrates how creativity and ROI can successfully coexist.

In France, Intermarché’s “L’Amour, l’Amour” campaign shows that this hybrid approach is beginning to emerge. Based on real consumer insights, it successfully combined emotional storytelling with strong commercial performance.

Towards a More Pragmatic, Hybrid Model of Strategic Planning

Drawing inspiration from the British model would allow French professionals to better grasp the strategic value of planning. On one hand, the function remains underestimated within communication and PR agencies, which often favor more tactical approaches. On the other, planners themselves tend to gravitate toward advertising agencies that prioritize creative aesthetics.

Yet strategic planning has the potential to be a powerful driver of commercial success. Embracing Anglo-Saxon pragmatism would enable better integration of strategic planning within 360° agencies, ultimately enhancing campaign effectiveness and delivering stronger business outcomes for clients.