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I have a question, fellow bowlaz! I work in a small advertising agency in Oslo, Norway, and we struggle to get in contact with international ad media such as Adweek (Ad Freak) and Ad Age whenever we want to show off our creative work. Does anyone of you have a way in, or tips on how we can get in contact with media outlets like these? Cheers
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Yes, the best creatives either bend the brief to their will or write their own brief.
If the starting point is weak, you used to be able to do what you wanted. In this Strat run world, just work as best as you can inside the parameters and hope the next brief is better to work to.
I strongly disagree that strat runs the world. In my experience, there’s been more of a recent push for strat to attempt to shape the work before it hits creative, but time and time again, clients don’t want to see multiple concepts of the exact same insight and positioning. That’s the moment that the brief turns from a direction to a suggestion.
Pretty sure “the best people in the world” are not working in marketing or advertising. So there’s that 😬
Hmmm Freelance…
Your CDs should be pushing back on the brief if it’s weak and have Strat redo until you have something to work with. If CDs don’t push back and you’ve asked them to help, you have to work with what you have…but weak briefs usually become weak work.
In my world, briefs have been pretty thin for years. Clients don’t have the time or budget to deliver good metrics. Timely research is rare. What I used to tell my team (and the philosophy I operate with today as a solo practitioner) is, “If you decide to go off brief, you need to have a damn good reason to do so, and you need to be able to articulate it to me, account service and, if you are presenting, the client. I had a deal with account service that if the team had a great idea that did not adhere to the brief and could articulate a solid marketing rationale, they would present it along with the work that was on-brief. It worked well. And the clients generally appreciated getting something extra. And once in a while they would approve it. I imagine this scenario is something of a unicorn in today’s market.