Design is tough to understand and that makes design strategy even tougher. In this episode, Paul Collins the Strategy Director of Elmwood does a brilliant job of explaining how strategy works in a design agency. What is there to do? How it inspires and how it works with clients.  We also talk about boundaries, like- where design ends and advertising begins. Elmwood and Paul have a lot of interesting experiences especially with the Tecate beer brand which we discuss in some detail.