After over a decade in the marketing and advertising business, I think I have finally figured out what my role is: agency naysayer. As a brand strategist and account planner, my job has often been to poke holes in pet theories. To use audience insight to question the "things we have to do." To push teams to simplify, clarify, and focus on the big idea. At Godfrey, I'm enjoying applying this role not only to client strategies, but also to the agency process itself.