At the intersection of art and science creative strategist have evolved from hybrid roles shared amongst media buyers and designers into key roles that drive not only brand quality but paid media performance. As with my political work, the main purpose of our Creative Strategy is to connect with the end-user and target marget on both a practical and an emotional level. Just as we connect in-person, the right ad can reach people on a personal level if rather than attempting to persuade them to want your product or service, your product or service is aimed at meeting their needs. The idea then becomes adapting the business for the needs of the target audience, rather than seeking to find a targfet audience that can be persuaded to buy and convert to accounts for the product line or service line your business prefers. Ad copy and media is then created around the buyer, rather than the business.