“Don’t Forget to Have Fun with Strategy”
At The Kitchen, Kraft-Heinz’s in-house agency, Monika Hesch leads a team of talented strategists in Toronto and Chicago, steering the organisation’s iconic brands toward marketing strategies infused with culture, creativity, and collaboration.
Starting in consumer research at McCain Foods and Canadian Tire, Monika Hesch's curiosity about people and life led her to explore the realm of strategy during her time at john st. Between that and her current role, Monika held strategy positions at agencies like Publicis and Diamond Marketing Group.
LBB’s Addison Capper picked Monika’s brains on the art of her craft and how executing it at an in-house agency differs from a more ‘traditional’ path.
LBB> What do you think is the difference between a strategist and a planner? And which description do you think suits the way you work best?
Monika> Both terms are interchangeable examples of advertising jargon. 'Planner' was the original title used in the UK and US for campaign and comms planning. However, the industry now commonly uses 'strategist' as a more encompassing title, reflecting a broader spectrum of strategic skills including research, creative briefing, brand strategy, comms planning, and business strategy. I prefer 'strategist' as it suggests a focus on solving both business and human problems. As strategists, we serve as the bridge between business objectives, audience needs, and brand fundamentals.
LBB> We’re used to hearing about the best creative advertising campaigns, but what’s your favourite historic campaign from a strategic perspective? One that you feel demonstrates great strategy?
Monika> There's a lot of fantastic work out there, but Orange 'Les Bleues' highlights campaign really stands out to me. Using deepfake technology, the campaign shows its bold support of women's football leading up to the World Cup. It's strong because it addresses a real-life issue: two-in-three male football fans hold negative views toward women's sports. The use of deepfake technology in the creative execution resonates in today's culture, given the rise of misinformation, fake news, and technological advancements in recent years. The campaign cleverly challenges viewers' perceptions and dismantles the stereotype that women are inferior athletes. The message of the campaign is strong and sticks with you after watching the ad.
LBB> When you’re turning a business brief into something that can inform an inspiring creative campaign, what do you find the most useful resource to draw on?
Monika> The internet offers endless resources for understanding human behaviour. I often begin by browsing Reddit to understand public sentiment about a product or human issue. Reddit's anonymity fosters authentic and non-toxic discussions. Social listening is also key as one can learn a lot from unprompted conversations on social. Understanding people’s perceptions of the brands and categories we work on is crucial. Additionally, psychology publications are a great resource to explore the underlying reasons behind people's actions and thoughts, as they provide good insights that get to the ‘why’.
LBB> Speaking of briefs - how do you interact with them and build them for creatives considering you work within an in-house agency?
Monika> At The Kitchen, we follow a briefing process similar to that of traditional agencies. I always start by understanding the business problem and translating it into a human problem. A strong creative brief requires a compelling tension for creatives to solve; without it, the work falls flat. The rest of the brief is built out from that. I involve the creative team early in the process before it goes to stakeholders for approval. The creative team is my 'client' because they need to be aligned with and excited about the briefs, so involving them early gives them a sense of ownership of the brief.
LBB> More generally, how would you describe your role as a strategist at an in-house agency? Do you feel it differs a great deal from working for a traditional agency?
Monika> I've experienced both environments, and while they share similarities, they also differ in key aspects. Many of our creatives and strategists come from traditional agencies, so our process for creative briefs and campaign development is similar to that of traditional agencies.
However, the way we work is different. We work collaboratively, closely together in pod structures. Being in-house allows us to work more closely with the Kraft Heinz marketing teams, giving us a deeper understanding of the business and enables us to move faster. Our goal is to operate at the speed of culture, staying attuned to current trends and reacting quickly. Our proximity to the marketing teams streamlines approval processes, enabling faster delivery of work.
LBB> What part of your job/the strategic process do you enjoy the most?
Monika> I really love working closely with our creative teams, helping shape their work through a strategic lens. Seeing the transformation of high-level ideas into refined campaigns that come to life in the world is truly magical.
LBB> What strategic maxims, frameworks or principles do you find yourself going back to over and over again? Why are they so useful?
Monika> There are so many frameworks out there and sometimes strategists get too caught up in them, losing sight of doing the actual strategic thinking. Frameworks should simplify thinking and communicate ideas in a digestible way. I like to use frameworks to simplify and ‘dumb down’ my strategic thinking. For creative briefs, the four Cs do a good job of framing up research and landing on the strategic idea. I also use comms frameworks and campaign roll out plans to frame up key messaging and tactics at different stages of a campaign.
LBB> What sort of creatives do you like to work with? As a strategist, what do you want them to do with the information you give them?
Monika> I love collaborating with creatives who are curious and open-minded. I see our relationship as a partnership where we both bring unique strengths to the table. When I share insights and strategic direction, I want it to be a collaborative process where they take that information and use it as a springboard for their creativity. I want them to question creative briefs, push boundaries, challenge ideas, and think in new ways. Great work happens when we both push each other to do something that's unexpected.
LBB> What have you found to be the most important consideration in recruiting and nurturing strategic talent?
Monika> When recruiting talent, one of the most important attributes is curiosity. Curiosity about the world and people is important, as our job involves observing both. When nurturing strategic talent, building the love of learning is important. Strategists are always learning on the job because we're always solving new problems. Knowing what they don't know is crucial for strategists to ensure the learning never stops.
LBB> In recent years it seems like effectiveness awards have grown in prestige and agencies have paid more attention to them. How do you think this has impacted on how strategists work and the way they are perceived?
Monika> Awards that focus on how well ads work have become really important over the years. This has changed how strategists do their job and how people see them. The emphasis on effectiveness has pushed strategists to focus more on delivering measurable results and proving the impact of their work. This has led to a more data-driven approach to strategy, with strategists increasingly using data, analytics and research to inform their decisions and evaluate the success of campaigns. As marketing spend is more scrutinised, brands need to measure the ROI and see real results. This has led to a greater appreciation for the strategic thinking and expertise that strategists bring to the table.
LBB> What advice would you give to anyone considering a career as a strategist/planner?
Monika> People that are curious about life make great strategists. Read lots of books, listen to podcasts, travel, go out and live life. It's also important to immerse oneself into the world of ads by studying award-winning creative to see what creative excellence looks like. When analysing campaigns, dissect them to identify the problem, insight, and single-minded message. The objective of advertising is to sell products/services, but it's also supposed to entertain, so don’t forget to have fun with strategy.
