The document discusses the role of a strategic planner or communications designer, describing it as a "cool job that no one is really sure how to describe." It involves making ideas distinctive and relevant through insights into people and understanding brands and the world. The strategic planner inspires, guides, and measures creative work before, during, and after the creative brief. Their role is important because great creative work is inspired by understanding the brand, people, and world context. The document advocates that creativity and strategy must co-exist and inform each other for the best work.