It's Not About Having All The Answers: Joan's CSO Anibal Casso

Tell us a bit about yourself, what do you do?

I’m Anibal Casso—Dominican born, New York raised, and I’m Chief Strategic Officer at creative agency, Joan.


What did you do before your current role and what led you to where you are now?

Before joining Joan, I held a number of roles at leading agencies including 72andSunny, Droga5 and Wieden + Kennedy, where I helped transform some amazing brands.  My experience paved the way for my role here at Joan, where I’m now not only shaping brands, but contributing to the future direction of the company. 
 
How would you define the role of a strategist in your agency?

Simply put, a strategist’s role is to be a strategic business and creative partner to our clients.   


How have you seen the role of a strategist been evolving since you first began?

The role of a strategist has changed drastically over the years. Originally, the position involved taking a business problem and using it to form a brief. Now, the norm is to work in harmony with multiple disciplines and wear as many hats as possible. The diversification of the craft has led to a reality where only truly multi-skilled strategists thrive.  


In your opinion, what are the greatest barriers an aspiring planner/strategist encounters when trying to start their career?

The market has become hyper-competitive in the past few years, and there are less opportunities for the younger generation to get entry level roles. This new reality demands more hustle from aspiring strategists who want to make an impact on the industry.


In your time, what have you noticed are the key skills and traits that separate great strategists from the mediocre?

I believe it comes down to a balance between attitude and skill.  There tends to be a stigma with strategists turning themselves into know-it-alls, but some of the greatest planners I know are inspiring and driven, while still remaining humble.  It’s not about having all the answers or proving you’re the smartest person in the room, but more about being the person others want in the room.
 
How do you avoid getting stuck in a cultural bubble and stay informed on the needs and desires of everyday consumers?

I try to learn by living. This means less time in front of a screen and more time out in the world.