Hear why mcgarrybowen’s global chief strategic officer, Jennifer Zimmerman, does crossword puzzles religiously, but more importantly how hear how the Big Organizing Idea platform of the agency came about, why it's "mission critical" and how it sparked new creative for American Express and drone-dropping hotdogs for Oscar Mayer.

Zimmerman, the first female executive hired by the sole creative shop among the Dentsu Aegis Network, also described their ongoing focus on diversity, how strategy is the diving board and an idea is the dive into the creative pool, and why, just like every story, every brand needs an enemy. But does she think data is the enemy of creativity? Zimmerman explains how to navigate the "natural tension between solving problems starting with data and solving problems starting with creativity."

This is a must-listen for anyone seeking to understand the imperative and basics of solid strategic thinking to grow a brand. And how Zimmerman came to be a shoe hound.