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Opinions on srategy team at Sapient?
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I usually tell clients that contrary to popular belief, the best creative doesn’t come from putting creatives in an empty room and letting them “be creative” - they need a sand box to play in. Something that they can really dig into. Go deep on. The brief is inspiration for them to bring a given strategy to life
The brief is a map for the creatives. The map is not the terrain
One of the CDs I used to work with switched over to become a Director. He said he missed planners because briefs would get him pointed in the right direction — he knew where to aim instead of guessing.
Briefs are a starting point. They need to give direction and idea, but not be so narrow that there’s no room for creativity.
Frankly, I don’t think it really matters a ton if the client softens wording and whatnot. In your kickoff meeting with the creative teams, you can bring that language back in voiceover
Planner 1 makes a good point. I always tell my team that there’s the brief, and there’s the briefing. They’re tightly linked, but each should be used and conveyed slightly differently.
Can you put ‘must convey significant savings/value/deal’ in the mandatories but then tell them that the idea in the brief needs to be grounded in an audience insight or brand essence, otherwise they’ll have no relevance or differentiation by screaming ‘fire sale’.
The brief is the document. The briefing is the presentation to the creative team of said document
@edelman1
The brief guides the briefing. But the briefing itself is a conversation. There’s more voiceover, flavor, anecdotes to help bring the idea to life. A really good one might even get people riffing on the idea in the room.
I get sad if creatives don’t ask questions or talk much during the briefing, it can mean they aren’t engaging with it. Not all the time but I view questions or comments as a way to gauge how in to it they are.
That’s a big conversation OP. Good luck
Have a general sense of what I’m planning say, but would love additional input
Following. I’m currently dealing with this
Following
Agreed in general — and that’s the fallback.
These specific clients tend to want to swap everything out for “it’s a great deal.” Very promo-focused, not brand savvy. So, trying to bring them along
Ah, so it’s not just softening language, they want to change the strategy
A bit of both, yes. I can address it on a case-by-case basis as I walk them through the brief, but would love to address the misunderstanding at the heart of those behaviors
How do you see or define the difference between brief and briefing?