‘Bothism is the cure for marketers’ fascination with pointless conflict’

Last month, the copywriter Dong Draper (not, I assume, his real name) posted on Twitter. “Why,” he asked his followers, “do strategists think that being a strategist is a personality trait? LMAO.”

His question proved popular. Within a few hours ‘Dong’ had amassed more than 500 likes and several pointed responses. One of them came from Michael Kates who works in – you guessed it – strategy for McCann in Toronto. “Why do creatives think they’re the only ones who get to have ideas?” he asked his followers rhetorically.

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