SHIONA MCDOUGALL, RAPP'S GLOBAL CHIEF STRATEGY OFFICER, TALKS ABOUT WHO, EXACTLY, SHOULD BE A STRATEGIST

"Strategists come in all shapes and sizes but the primary purpose of strategy is to focus resources to drive positive change. There are 3 skills needed to do that for RAPP clients and all our strategists have some combination of all of them: a). Insight development – finding the nuggets in data or research that we can leverage to inspire new directions; b). Customer experience design – finding ways to remove barriers or oil the wheels of a customers journey towards positive outcomes; c). Client consultancy – helping clients navigate the options available to them to achieve their goals."

Read the rest of Shiona's interview with AdForum.