Jargon Monoxide with "MC" Melissa Cabral, Head of Strategy at Sid Lee

Our favorite stories:

Mass media shaped by sight-sound imagery, inspired by watching a ton of TV and critiquing the commercials as much as watching the programming. Recalling jingles, surgery cartoons, GEICO ads...
On trying research journalism - "something just wasn't clicking, it felt like it drained me of energy."
Part time restaurant job and appliance & repair parts marketing... the perfect recipe for becoming the future Head of Strategy at Sid Lee? JK - it helped with learning how to relate with people. (KEY SKILL)

Big moments from doing the work:

Originally applied to VCU for copywriting, but was identified as a strategist. Found mentorship in Earl Cox, late CSO of The Martin Agency
On trust and taste: critical ingredients for a successful collaboration between strategy and creative. "you have to figure out the references that connect with them... but do not be the Judge Judy in the room"
On working with younger creatives: "get them into the habit of explaining their rationale... it makes for more fruitful working relationships."
Bringing together a high-velocity team: hiring for the right skills, but also leaving room for individuals to surpass their own expectations for themselves.
"I like seeing people's faces" - Earl Cox was great at taking a room and working it... reading it and regurgitating it...

Career advice we'll live with:

On imposter syndrome: "Find people who are going to be your advocates... if you have someone accomplished that thinks you can do XYZ, maybe you can!"
Jargon Monoxide creates a fall sense of competence... folks from non-traditional marketing backgrounds have these razor-sharp minds but don't have that marketing-ese... Cardi B is a brilliant marketer but she does NOT sound like the people I'm in meetings with
"I love a From > To" - the more honest you are with that, the more provocative... that is always a money maker... when you can capture the mood of the clients, in addition to their ambition... reshape it in a way that gets people excited to hear what you have to say.
On setting a vision for success: "all strategy is to get people to take the time to align on where we're going"
"An informed opinion delivered with conviction delivers hope." On helping people find their own 'lightbulb moment'.
"Rigidity is the pitfall of strategy... overconfidence, over complication, too 'inside baseball'... those are all off-ramps."
"If I don't understand this, there's no way the consumer will understand it."