Can the “Inspirational Fodder” portion of the kickoff stay semi-related to the ask?
I ALSO loved how the Snickers Interactive Spectacular OOH translated constellations to create my personalized Zodi-snac. Good sht. I just don’t know how it’s going to help my teams with this 1/4 page print ad.

likefunny
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PS if anyone out there makes Zodi-snac, I get a slash on that award.

funny

I miss working on print ads

you know… everywhere i’ve worked, the strategy team has ALWAYS insisted on providing inspiration fodder/thought starters & none of the creatives ive worked with ever wanted them… why are strategists pushing them…

☝🏻💯 At this point I don't know the point of a kick off.

Cos after receiving a brief, I'm off researching the brand, their work, their competitors, the category, Cannes, other categories, reddit, Twitter, TikTok, hashtags, Google, the news, find some relevant statistic because an "insight" from the creatives isn't enough, invent a problem so I can solve it.

Then we come up with the territories and buckets, platform handle, platform write up, then write up an idea with insight, rationale, execution.

The brief plays no part in the process except 1) the brand, 2) the task.

What happened to a sharp differentiated insight that's given to the creatives to ideate against?

What does the brief actually do? I'm thankful if I'm not more confused by it. Why does a brief require more time than the creative? Where are all the hours going? Is strat time more expensive and billable than creative?

likesmart

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