Comms and Connections Strategy

I’m looking to study the process from client brief to creative brief within agencies for my Master’s dissertation. Are there any strategists/planners in this bowl that could answer some Qs?

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works at

I’m bored. Dm me

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I may be misunderstanding your ask, but comms planning is less about that specific part of the process and more about bringing ideas to life in context. If you’re looking specifically for how a client brief becomes a creative brief, you may want to ask the brand strategy bowl (word of warning though: there’s no one path between those two things and they’re generally very nonlinear)

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Client briefs are often looking at what’s symptomatic rather than causal. The creative brief should have figured out the issues with greater clarity and focus. Leo Burnett likes to ask what is the big juicy human problem we are solving? There is a lot of literature on ‘jobs to be done’ which might be interesting to read up on for your paper. clay christensen talks about it.

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