I have never understood creative-teams frustrations with strat directors more than I ever have right now. Why in the hell would we introduce a new blanket “creative brief” without consulting creative?

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Yeah bad idea

It’s beyond aggravating to be told and given direction that you know will fail and reflect bad on your when you’re just trying to tailor the process to the team. The structure and rigor of creative processes just strips the creativity out of it

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