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Creatives – what does your ideal briefing and kickoff look like? What could strategy do to make it better?

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Also, the planners should have less time to come up with it than the creatives have to work on it. Can’t tell you how many times strategy spends three months devising a gem like, “Our product helps you achieve your best possible you,” and then the briefing ends with: “let’s have our first creative check-in...Monday?”

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It has a real and unique insight we can sink our teeth into. Or so I’ve heard.

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Consumer insights and not just what the client wants to say

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A one thing that is truly one thing.

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@ACD1 - same complaint from production.

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Planners are lucky to get 48 hours to work on most briefs these days.

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👆🏼 what ACD2 said. If we have some real information to start with as opposed to an Account team doing a "thorough" Google search it gives us a good foundation to build from. Come to us with the problem and let us find the solution.

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First off, if there's anything in the brief that makes me say duh, I lose interest. Shit like, "Goal: increase awareness of the product." means nothing and is a waste. We are easily bored and childish so don't kick things off with a bunch of shit everyone knows and doesn't care about.

Talk to us before the brief. You don't have to write it with us, but we may see something you don't and vice versa.

Help Account and Client understand that having an ad do more than one, maybe two things, is very difficult. And that your clear and singular strategic positioning along with good creative will make the most of their time and money. They don't have to "get it" for it to be good.

The client really listens to yall. Creative is hampered by not really being able to provide solid numbers or concrete evidence for our decision making, that's what makes creative great and difficult to trust.

Food always helps. We're animals and we're happier when we're eating.

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Not at my agency.

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Just a brief would be helpful...

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