I've always worked on copy and brand strategy together. That's the role my boss/mentor gave to me in my very first agency job.

Whenever I had to write a strategy deck, I'd start thinking of numbers, market trends, and business, until one day, he said that this is fine, but you need to tell the client a story first, then weave in the numbers.

That simple advice turned around my perspective completely.

Recently, in a pitch related to a mango campaign, I added a little bit of insight-led storytelling to set the context and even though the insight is not crazy unique, it got the clients visualizing the idea and once someone visualizes your story, you've crossed a big hurdle.