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It's layoff city here in Southfield.
This is gross.
Industry-wide layoffs tomorrow or nah?
How do we feel about JOAN?
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unlock all discussions on Fishbowl.
For me it’s quite simple:
Collab with account CD/creative leadership on the brief, to ensure there’s a “there” there to chase.
Make the brief… brief.
Make sure when appropriate the client has signed off on strategic direction so creative isn’t chasing their tails.
Be open to interpretation and creativity on the margins of the brief. Help sell good work, not kill it out of rigidity.
Then we’re best friends and you’re better than 95% of strategy folks.
Exactly this. Also a great example of making the brief brief.
In my experience sometimes strategists get precious about their briefs and when there’s a great idea from creative that may be a bit off brief, some strategists tend to try and kill or change it rather than help develop the idea and/or it’s framing to nail the brief. In a creative agency, your job is the elevate creative. Glad you’re posting this and open to feedback!
Whatever you do, don't make a 46 slide deck
Agreed with the above. No issues with the brief process itself, more wanting to know how to be supportive during creative development.
To be supportive during creative development - find out what concepts the creatives want to sell and come up with a way to sell them.
Please don’t give me the same brief/insight over and over again.
You can only put so many different shades of lipstick on the same pig.
https://www.linkedin.com/pulse/what-creatives-really-want-from-planners-ed-tsue
I would take an inventory of the team's pain points and needs. There are always a few gaps that can be filled - always!
Probably that strategy should provide dependable insights before we start working.