Curious what are some of the best agency processes that unlock real insight or creative opportunity? E.g. TBWA has disruption , I was listening to the Martin’s agency talk about their ‘enemy’ workshops which sounded cool.

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i’m a non believer of processes that lead to “real” insights…

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Most agencies use some form of “the 4Cs.”

Disruption is good to define “conventions” and convince clients to be more distinctive at the very least (with disruptive tactics and/or campaigns) and “visionary” for the best clients. But having worked at Chiat and using it for years, the danger is it can become formulaic.

Crispin leaned heavily into defining the “tension” for a long time. Although I would argue some of the best brands are FOR aspirational values/symbolism vs. AGAINST something.

David&Goliath years ago used “Goliaths” to define the key challenges for the brand and “Big Brave Idea” to inspire clients to be more bold.

Mischief uses Problem (or Opportunity) / Insight / Solution which is pretty basic, BUT also looks for “dangerous ideas” saying, “we’d rather go too far than not far enough.”

There are other strategic frameworks like “Get/To/By” that are good, simple alternatives to longer briefs.

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Think until your brain melts.

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Mullen positioned themselves as an agency for Challenger Brands for some time but I believe they were partnering with EatBigFish who seem like the real experts for that process.

I’m a big fan of Crispin’s Tension Brief mentioned above (also see attached)

I know R/GA had “the connected brief” which sounds intriguing but I don’t know much about it

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Thanks !

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https://baibamatisone.notion.site/Strategy-Models-Philosophies-4e8d5534b5a34d4798b3efb31e1c1446

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Incredible thank you !

Do you have a link to the martin's agency talk you mentioned?

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Thanks 🙏🏿

Mine decided there were too many processes, so abandoned all of them. Never having really adopted a stellar one to begin with. So I’d imagine there’s became ‘reinvent the wheel’ every time 😂😂🤣

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Sitting and thinking about stuff idk

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McCann’s Truth2Meaning

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There isn’t one agency process that I found illuminating or revolutionary. It’s all snake oil if you ask me

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