Do you guys outline? If so, do you get buy-in from internal team and clients before you dive into full copy? If so, do you find that it’s a help or more of a hinderance?

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Back in the day we’d do headlines and subhead with Greek copy. That was kind of an outline. Those days are long gone. They want to see full copy right away. Then they’ll tell you what they really want in it that wasn’t in the brief.

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This guy creative supervises.

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If it’s a long piece, yes, I definitely show the client an outline and sometimes schedule a meeting and actually walk through it line by line because there’s nothing like rewriting a 5000 word document because the client left something out of the initial brief and input session. It still happens occasionally. Those big projects can sometimes be a moving target. For shorter pieces, the “proof” section of the brief is really the outline so that’s been approved already. And shorter pieces are obviously easier to revise. The best reason to provide an outline and get the client to approve. It is to help them to feel like they are part of the creative process and help them feel confident in the creative product early on. Clients also feel better working with professionals who have a process that includes briefs and outlines and multiple concepts. They want to feel listened to and supported.

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If that’s your Art Director, then why is he in my google doc?

likefunny

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