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Training > Process! I hire people because they are smart and think differently than I do... if I define a process for them, they are just following my patterns of thought rather than their own. We have brief templates because we need some common outputs, but how they get there should be up to them.
We do have one and it’s very long and complex but it’s also fairly new. 2 years or so. Before that it was all run and gun.
My old one had one and my new shop has a destination with the process to get there still being defined.
We have one. Introduced in the last 8 months and it has been an up-hill struggle at the best of times. Adds a lot of value when embedded though. (Note: I work in a PR agency)
It’s good to have some lightweight process so long as people understand they either own the process or it will own them. Lots of process shops do what I call paint by numbers strategy which usually shows up clearly in the brief
@SD1: Who are the process shops? OM? JWT? Grey? McCann?