South Africa, Aug. 18 -- Unwanted second cousin

For Thusi, the role comes at an interesting time for the discipline. Strategy has shifted from "the unwanted second cousin" to a creative propellant, only to become one of the first areas to be cut back in retainer models. Now, she says, it is increasingly being positioned as a product and a new revenue centre for agencies.

"'The gag is.'" she says, borrowing Keke Palmer's now-famous phrase. "Strategy has always been a have-to-have. And that's why building for it is now more critical than ever."

Her approach at Orchard on 25 will be built around three key areas: problem articulation, insight and commercial value.

"Clients want clarity and well-articulated problems. Great strategy starts ...