Authentic experiences come from authentic people. As the bridge between our clients’ goals and incredible experiences, strategy combines several disciplines to uncover deep insights that power our creative storytelling, attendee journeys, and overall experiential design. GPJ Strategists and their work are foundational to our experiences, making our strategy teams an indispensable force in delivering work that not only inspires, but outperforms.
Our strategists deserve their flowers—and it’s time for you to meet a few of them.
HADLEY COOK
ASSOCIATE STRATEGY DIRECTOR
Q: Hey there, Hadley! We’re happy to have you with us today. Let’s start with a quick introduction about yourself—the floor is yours. A: Hi! I’m Hadley Cook, an Associate Strategy Director out of Boston, MA. I’ve been with GPJ for 4.5 years!
Q: Amazing! Boston is beautiful. Next question (and one of our favorites)—if you could describe what you do with a meme, which meme would you choose?
Q: A perfect meme, to be sure. So, Hadley—what does your day look like as a strategist? A: Every day is different and that’s the best part! As a strategist, I’m balancing a number of different projects at a time. Whether it’s leading strategy on IBM’s flagship event, Think, or diving into endless RFPs or the most recent experience trends, no workday is the same!
Q: Sounds like you have amazing time management skills. It’s probably vital, as a strategist! And how did you find your way into this role? What led you to strategy work? A: Let’s be honest, strategy is probably one of the nerdiest disciplines out there, which makes it perfect for someone like me. I love combining critical thinking with creativity and genuinely nerding out on the latest industry trends. Strategy lets me flex all of those muscles and is a practice that is always changing! Once I realized there was a role out there that would consistently challenge me in new and exciting ways, I was sold!
Q: As they say, a challenge a day keeps the ordinary away! (Or maybe we just say that…) Amidst those challenges, how has GPJ supported your career path as a strategist? A: GPJ truly sees the value in our strategy practice and is continuously investing in our development. Whether I want to work on new accounts and projects or take on leading things like our monthly trends reports, our leadership has always supported the twists and turns of my interests.
Q: Your practice contributes directly to the success of our clients! The more support we offer, the more it benefits you, your teams, your clients, and your projects. Speaking of projects, what’s been your favorite one so far? A: Oh man! That’s a tough one. If I had to say just one project, I guess it would have to be IBM Think. I’ve led strategy on that program for going on 5 years now, so I’ve got to see the post-pandemic evolution of the entire experience. I also get to lead Think on Tour, which has taken me to Milan, Madrid, and Singapore!
Q: Wow—your work has taken you to some amazing places! It takes quite a bit of creativity to keep up with our continuously evolving industry landscape. What would you say fuels your creativity the most? A: Honestly, probably learning from others. As a strategy team we are constantly sharing work with one another which allows me to draw inspiration from the brilliant work the rest of my team is leading!
Q: Learning is an ongoing pursuit for all GPJers—but when you’re not learning, do you have any cool hobbies or facts about you that make you a stronger strategist? A: I’m big on manifesting and trusting the process! If you can set good intentions at the onset of a new project, you’re going to set yourself and your team up for success. The universe has your back!
Q: We’re manifesting big things for you, Hadley! What would you say is the biggest misconception about strategy that you see most of? A: Hmm…I think a lot of people don’t understand how diverse the work of a strategist is. We’re not just thinking about attendee journeys. We’re deep diving on trends, conducting audits, partnering with creative, integrated production, and live production. The list really goes on! Strategy work is incredibly multifaceted.
Q: We love that our strategists are always keeping up with the newest industry trends and departments around them. Because you’re so immersed, what’s something you didn’t expect to learn while working as a strategist? A: I probably didn’t expect to learn so much about human psychology and general philosophy! Lol. Our strategy leaders do an amazing job of putting on their professor hats and getting deep in the weeds on super meta, philosophical stuff!
Q: Is there anything else you’d like to share with us? A: Strategy rocks. I love being a part of this eclectic team!
Thank you, Hadley!
DOUG SCHULTZ
SR DIRECTOR OF STRATEGY PLANNING
Q: Hey there, Doug! We’re happy to have you with us today. Let’s start with a quick introduction about yourself—the floor is yours. A: I’m Doug Schultz, Senior Director Strategy & Planning, working in the GPJ Auburn Hills Office for the last 14 years.
Q: Congratulations on over a decade of excellent work! If you could describe what you do with a meme, what would it be?
A: “To every creative brief ever written” —continuous critiques and reinventions
Q: Fantastic Moneyball reference. Now Doug, what does your typical day look like as a strategist? A: A typical day falls somewhere between researching, writing, briefing, and ideating —usually with lots of coffee.
Q: Before all that coffee and ideating, how did you find your way into this role? What led you to strategy work? A: I followed my curiosity, analytical reasoning, and consistent challenge—luckily, strategy had all three.
Q: Analytical reasoning, challenge, and curiosity are totally a part of the package when it comes to strategy! Amidst the occasional chaos, how has GPJ supported your career path as a strategist? A: From the start, I was given lots of project riddles, worked closely with peers who desired a “street-smart” strategist, and a great supporting senior team to learn and be inspired by.
Q: Considering your tenure, you must have a plethora of projects under your belt! What’s been your favorite project to work on thus far? A: Investors Group Financial, where I traveled throughout five provinces across Canada, from east to west, conducting a regional audit to evaluate their events. I experienced some of the most beautiful remote locations, great people and a variety of grassroot events.
Q: That sounds like an inspiring project! Speaking of which, what inspires your strategic creativity? A: It would have to be a mix of my playful imagination, courage to be critiqued, and better creative minds that turn sparks of ideas into brilliant campaigns which still astonishes me today.
Q: And do you have any cool hobbies or facts about you that make you a stronger strategist? A: Renovating many homes most of my life has nurtured my creativity, sharpened my attention to detail, and remarkably rewarding when finished.
Q: Renovating homes sounds like an amazing opportunity to flex those strategic muscles. So Doug, what would you say is the biggest misconception about strategy? A: Many people think strategy is all about writing briefs and calculating ROI, but it’s really more about listening, showing up for teammates at every touchpoint, while offering motivation along the way.
Q: Time to offer a little inspiration! What’s something you didn’t expect to learn while working as a strategist? A: My best ideas don’t always appear right away — they often emerge through persistence, a few failures, and from taking a few long shots along the way.
Q: Anything else you’d like to share? A: Over time you come to realize that the best strategies aren’t built in silos but sparked in the spaces between people and teams — where ideas collide, creativity flourishes, and shared purpose turns into the most unforgettable experiences.
Thank you, Doug!
JESS QUINEY
HEAD OF STRATEGY
Q: Hey there, Jessica! We’re happy to have you with us today. Let’s start with a quick introduction about yourself—the floor is yours. A: Jess Quiney (rhymes with tiny!). Director of Strategy, ANZ (and also Head of Strategy APAC, Project). Based in Sydney, Australia. 7.5 years.
Q: It’s great to meet you. Representing GPJ AND Project? Awesome! Now for one of our favorite questions—if you could describe what you do with a meme, what would it be?
A: Also, when I get the Post-Its and Sharpies out for a workshop…
Q: Love it! So Jess, what does your typical day look like as a strategist? A: A typical day is a mix of detective work, mind-reading, and tea drinking. My diary is organised to within an inch of its life, but each day starts with my most pressing tasks for the day / week, usually translating messy business challenges into simple strategic springboards. In the office, I spend most of my time with colleagues or clients, helping teams turn insights into ideas. I also keep one eye on Slack to field urgent messages that usually start with ‘HELP…’. It’s organised chaos, and I love that I have a job where I get to ask ‘but why?’ a hundred times a day.
Q: We love asking ‘why?’ here at GPJ. Especially how, when, where…and what led you to strategy work? A: It was a roundabout journey that took me from studying Latin and Ancient Greek at university, to sofa surfing while I completed an internship at a brand strategy consultancy, before I landed a job at Saatchi & Saatchi in London. I joined a team of inimitable strategists focused on helping brands define their brand purpose and learnt the fundamentals of being a marketer, a creative strategist, and a workshop facilitator.
Next, I joined a communications agency that specialises in behaviour change campaigns (often tackling some pretty tough societal challenges); this is where I discovered how deep qualitative research and rich audience insights could supercharge my strategic thinking. I then flew halfway around the world to join the Australian team and fell in love with Sydney. After a year in the land down under, I applied for a role at GPJ ANZ, thinking that my training in the world of creative advertising and strategic comms would stand me in good stead to be an experience marketing strategist, and the rest, as they say, is history…
Q: What an incredible journey. We’re so glad that it’s brought you here! It’s also great to see how your previous experiences have supported you and your talents. Speaking of support, how has GPJ supported your career path as a strategist? A: I’ve had the opportunity to create and build the strategy discipline in Australia from scratch, supported by regional and local leadership along the way—defining our capabilities, hiring great talent, and shifting client mindsets about the value of strategic thinking.
Access to our global network of strategists has helped me feel part of a bigger team, all pushing in the same direction. In addition to my GPJ role, stepping up into the role of Head of Strategy, APAC for Project 3.5 years ago has given me even greater access to the agencies in our wider creative alliance and brilliant talent across the region and the world, that I can collaborate with and learn from.
Q: It sounds like the community, flexibility, and trust GPJ has in you has opened up many doors for your career. Between both of your positions, you must have hundreds of projects under your belt. What’s your favorite project you’ve worked on thus far? A: The most useful I have ever felt was during the pandemic, when briefs shifted from “this is how we’ve done things before and we want to do it again, but bigger and better” to “we have absolutely no idea where to start”.
We went to one of our clients with a proactive idea based on a meaty challenge we knew they were facing. We sold in a research and strategy project to run focus groups (virtual, obvs), backed up by a phase of quantitative research, to stress test our thinking and ultimately shape the direction of the creative concept. The final project was truly co-created between us, the client, AND their customers, ensuring it really did help solve the challenge we set out to tackle.
Q: No wonder you love strategy so much! Turning uncertainty into insight and impact is a strategist’s superpower. It takes a lot of creativity to do that. So, Jess—what fuels your creativity? A: Relentless curiosity and a healthy amount of doubt. Curiosity sends me deep into spreadsheets and research reports, looking for insights (something I know to be true, but didn’t know I knew it, until I find it). Doubt pushes me to constantly ask: ‘are you sure this inspires us to think about the world in a new way?’
Q: A healthy balance between confidence and curiosity is helpful when it comes to the kind of work you do. Are there any cool hobbies or facts about you that make you a stronger strategist? A: My superpower is curating incredible travel itineraries. I don’t just book a trip; I conduct university-degree-level research to unearth hidden gems and local secrets. Friends and family commission me to plan their entire holidays. It might sound like a weird hobby, but it’s actually strategy in action: it’s the process of turning a hopeful desire to travel to a new place into a flawlessly executed, unforgettable experience—which, when you think about it, is exactly what we do for our clients.
Q: A lot of folks think experiential work only happens in conference centers and exhibition halls—but experiential moments happen everywhere. You prove that by providing your friends and family with experiences thanks to your itinerary planning! On that note, what do you think the biggest misconception about strategy is? A: The biggest misconception is that ‘strategy’ is a magic word people can use to make problems disappear. I often see people misuse it in a moment of panic when they throw the word around (we need a strategy!) as a way to sound productive when they haven’t figured out the actual question they need to ask. Or worse, it becomes a shield to blame when a campaign or project flops.
The truth is, strategy isn’t a silver bullet or a scapegoat; it’s taking the time to do the work to chip away all the complexity until you reveal the single, beautiful insight that unlocks everything. A good strategy is a crystal-clear, success-setting blueprint, not just wishful thinking.
Q: Speaking of revealing a beautiful piece of insight that unlocks everything—what’s something you didn’t expect to learn while working as a strategist? A: A great strategy is as much about storytelling as it is about thinking. You can spend weeks crafting the most meticulously researched, flawless strategic document in the world, but how you present it matters more than the words on the slides.
Being an engaging, passionate storyteller is essential, because without buy-in from your creatives and clients alike, it’s over before you’ve even started.
Q: Is there anything else you’d like to share with us? A: Practical advice from my first-ever boss, Richard Hytner, that I have carried with me throughout my career: “Develop a reputation for being a thinker and a doer, or you will run out of usefulness fast.” It’s a good reminder that strategy is fundamentally worthless if it just sits in a deck; no matter how brilliant my slides look, the real work starts when the meeting ends.
Thank you, Jess!
A big shout-out to all our incredible strategists across the world, providing the essential human intel and unique perspectives that advance our client work further and higher. Stay tuned for Part 2 of our Strategy Spotlights!
