Related Posts
More Posts
Hello Fishes,
Need some advice for my cousin.
She has done MBA in Finance ,(2018 passout) after BCOM.
Worked in HDFC bank for 2 years (till 2020).
Due to personal reason left job at end of 2020.
Trained in SAP FICO, now trying for certification.
How could she get into IT company(fresher).Capgemini IBM Tata Consultancy
Visual Storyteller
f*ck your towels
Earned Value Management
Additional Posts in Advertising
Chief
That Ram Ad??? 🙄
Thoughts on having PMs manage media teams?
New to Fishbowl?
Download the Fishbowl app to
unlock all discussions on Fishbowl.
unlock all discussions on Fishbowl.
I’d say it’s a waste of time and resources. A good creative shouldn’t need to see an AI mock up to understand a brief/thought starter. What creatives need is more time and this wouldn’t be helping.
Yeah, focus on the basics, like nailing a true human insight, something AI cannot do.
Honestly? We don’t need thought starters. They’re useless. They’re super obvious ideas most creatives try to avoid. And for the love of god, don’t visualize them with AI.
Put your energy into finding better insights and sharper brief lines instead. Half the time we end up doing strategy ourselves because strategists seem to do everything except the one thing they’re supposed to: come up with an inspiring strategy encapsulated in one line.
Preach. I see sharper strategy lines from Account Directors than Strategy Directors.
More to the point: stop with the thought starters entirely. It's a huge waste of time. Get us the brief sooner and then if you want to add your ideas, bring it to the group. But we are tired of your awkward “these are just some thoughtstarters, taken them or leave them...” with desperation in your eyes when you clearly spent a lot of time thinking about the ideas and will continue to bring them up during concept development over and over.
Part of me thinks “why not”. As a strat, ive always provided very directional thought starters. Not because the creatives have to use them, but because I don’t think it’s good practice to write a brief without having a very solid sense of how I would solve for it if I had to. It’s like checking the formula I’m giving checks out. So if a video does that, that’s cool.
But equally. I respect my creatives way too much to do that. It would piss them off so much.
Good for you getting a concept picked, that’s high praise! But try and see that as a one off. Wana make ideas then go be a creative. You’re gonna burn your relationships otherwise.
You only get to bring a.videonif you actually have a good insight. If I was in a briefing with a garbage insight and the strategist showed me some AI video I'd be pissed.
Yeah this isn’t the move. I see you’re trying to help but I believe it’s doing the opposite.
I personally like my creatives to have a clear shot at the brief influenced by nothing but their own thoughts to get them going.
Some thought starters in a sentence can be helpful, especially to help the brief feel clear, but if they’re too fleshed out they’re no longer thought starters and every creative brings back similar work. Less is more.
Generally creatives are imaginative people, you don’t have to AI it for them to get it. A really unexpected insight and a concise brief wins every time.
When i was a newbie strat, a veteran told me, ‘your job is to build the trampoline… not do the tricks on it’…… i’m a director now…. And in the age of ai slop this has never been truer….
Rising Star
I've been doing it snd Art thinks it's cool, so far...
I think strategy thinks that it would make their briefs look cool. Doesn’t help us but idk maybe it is for them it looks good. I don’t wanna yuck on their yum but if the goal is to help creatives its not and probably might even harm them. Just like the example you provided where clients chose ai vs creatives work.
Put more thought into the strategy and less thought into the thought starters.
Really, your strategy line should be the “thought starter.”
Everyone is telling me to put more thought and time into the briefs should know, your scoped work is likely far more challenging/robust than mine.
Of course you big shot, AdAge top-10 agency Creatives don’t need thought-starters, and novel insights are more important. You’re developing 360 campaigns; shooting spots, billboards, events, choosing celeb talent…etc.
We’re planning social posts for a month with no use of on-screen Creators nor much video at all lol. All within the confines of an existing platform/campaign your leading-agency in the IAT likely sold-in.
Also no Ai-slop video was ever shown to clients. Just a visual brainrot aesthetic shown to my Creative duo who isn’t as deep in TikTok as I am.
Well, you are posting this in an ‘advertising’ bowl, not in a ‘social content’ bowl. But even then I wouldn’t start doing a creatives’ job. Focus on being a great strategist.
Part of me thinks “why not”. As a strat, ive always provided very directional thought starters. Not because the creatives have to use them, but because I don’t think it’s good practice to write a brief without having a very solid sense of how I would solve for it if I had to. It’s like checking the formula I’m giving checks out. I’ve also had thought starters get made.
But equally. I respect my creatives wayyyy too much to do make a video. It would piss them off so much. Like it just strikes me as a really annoying thing to do?
Good for you getting a concept picked, that’s high praise! But try and see that as a one off. Wana make ideas then go be a creative. It got picked because it was a good idea, not because you made a video.
To be blunt, it is most definitely overstepping. As a creative director I’d be furious because, even internally, it takes a lot to sell an idea all the way through, and if a “thought starter” skipped the development process (regardless of its brilliance) my guess is the creative teams assigned to the brief would feel cheated. As mentioned in the thread, get the brief out sooner and in the hands of your creatives. If you have ideas, just pitch them in person as a collaborative brainstorm- it’ll come across better imho.