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Writing briefs really is a small part of our jobs. I think i wrote pretty good briefs but I am excellent at selling in work. Because I spend hours talking the client down from complete bullshit, attending focus groups where I write the summary before the research company does so they don’t say any nonsense and educating the client on what we think good work is.
A good strategist is worth their weight in gold. This place always seems to bash on them but I can only assume most of you have never had a good one.
That or nobody ever taught them how to work with a strategist.
I don’t know how many times I have to say this but writing briefs is a tiny percentage of our jobs.
Also yes we get fired all the time.
I am not sure if you knew this, but a Product Designer’s role has a lot of overlap with a Planner. They are like the planners of products. The people that literally do the design for the products have other titles. Product Designer is a confusing title because the word Designer otherwise means a person who just makes things pretty. But it’s no more confusing than the word Planner (which to the layperson sounds like Wedding Planner). Product Planner just doesn’t have the same je ne sais quoi.
No. Strategists get fired because they get sick of defending their existence at every turn
I think it’s a bit easier on our side to bullshit your way through the job
@Senior Art Director 1
Like this one from cannes strategy lions?
Is a strategist's core job to write briefs?
The briefing process is just one of many inputs but not the final output on which we get judged. Also often we do work without any creative involved - selling in pure strategic work to clients: segmentation, brand architecture, positioning.... There's no brief writing at all involved then. For example, I'm currently working with a client on their sport sponsorship strategy for the next 5 years. There is no creative brief writing involved.
Brief writing is only a part of the job, not the core. We wear many hats that often go unnoticed by creatives (like comms and business planning, CX and journey research, brand architecture, message mapping blah blah blah) but surely, strategists get fired all the time if they suck at their jobs just like a copywriter who writes bad copy could be fired.