Simon Veksner: Would creatives like briefs more if they were upside down?
March 30 2014, 7:04 pm | | 3 Comments
By Simon Veksner
Creative Director
DDB Sydney
Briefs are primarily written by Planners – aided and abetted by the Client and Account Handlers. By definition, they only hand over the brief when they’re happy with it.
And yet the receivers of the brief – the Creatives – rarely seem happy with it. In fact they’re notoriously silent and tense in the briefing. Could that be because the briefing document, in the eyes of the Creatives, is actually upside down? READ ON…
3 Comments
Great article
What Hamish said
Seldom have I heard a great truth about our business expressed so succinctly. Here’s another gem said directly to me by a former Chairman of a big, dominant 80’s agency. “Advertising is a process of subtraction. The trouble is, most people think it’s a process of addition.” Simon, you can have that one for nothing.