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Has anyone ever had to prepare a creative brief based on a fictional campaign prompt as part of their interview process? I’m doing one right now but find it to be a rather strange exercise...

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Yup. We did it for more junior / mid level folks. Good thing it’s fictional, at least they’re not asking you to do one on a current client and then stealing your brief 😑

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That does sound lame, but I guess in fairness, how do you find out if someone would be good at...whatever a Strategist does?

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Nope. But I actually think it’s quite a good idea. We have hired a couple of people that were great in interview but awful at the actual core skills.

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Did they misrepresent their skills?

Pick one of their clients and make a proper juicy exciting insightful brief instead

Don’t do this. It creates liabilities for the agency if they were to ever do something similar. There is a reason it’s hypothetical.

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I met with a brand/innovation consultancy that has investment from a creative executional shop. If bought-in properly by the client, I think it can actually make for some really effective business/brand strategy that leads to creative work that that will also drive the business. Creative brief goes from those brand strats to that executional shop, all working towards the same goal. Works in theory...

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