The biggest brands don't have strategies like that, no none really do. Instead their advertising companies do, but none of those come up with advertising strategies like that.<p>In most cases the reality is this:<p>Some insight is used as the base for a new campaign (we found out that 20 out of 30 do x because of y) some times it's the brands themselves, or some new product is coming out and the brand needs to make customers aware of it, other times it's the agencies (for instance the planners) who pitch it to the brands.<p>Then that insight is presented to the creative team which then try to find a way to interpret it into som basic creative structure which is flexible enough to be used in different media and still specific enough to hold it all together.<p>Then that is presented back to the brands and if they like it, the team starts working on implementing it across the different media.<p>Sure there is theory, sure just like with identity work you can explain it theoretically like this. But in most cases the explanation is applied after the creation.<p>This is because you wont really come up with something unique (which is most creative companies primary aim) by simply following som rational process. There is always that last mile which is 100% based on intuition and experience.<p>I used to work at DDB.