What’s in a strategic idea?

Nicolas Moerman’s deck on ‘Why Planners and Creatives should become best friends’ brilliantly explains the difference between a strategic idea and a creative idea, with loads of perfect examples.
It’s great, you should have a look: http://bit.ly/eGDhps
Moerman offers a definition of a strategic idea, what it always is, always has, what it can do (seriously, it’s [...]