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Is being asked to write a holiday creative brief for one of the agency's accounts, using real data points as support, a normal step in the interview process?

likehelpful
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Nope, but then again intern applicants are asked to create stupid Instagram stories to apply for an internship, so what is normal :)

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smart
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By the sounds of things on here, doing the work before you get the job is becoming more and more common. It's not cool, but if that's what it takes to get the gig, I say suck it up and do it.

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If it was me, and a job I really wanted... Yes, I would do the work.

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Mmm sounds like they’re looking to hear your thought process. Usually this should be a planner to help work with you on this so just go with what you think. Or if you have any ex agency planner friends to help.

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Yeah, so wouldn't me presenting my existing strategy/POV/brief deliverables suffice? It's not that I need help, I am the planner lol. It feels like I'm doing 25hrs of upfront strategy work for their holiday '19 efforts for free with no guarantee.

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It sounds like they’ve been burnt before so are looking for real-time know how. It depends how much you want to work with them and the pay off for that 25+ hrs. That is the real conundrum. Plus the salary. Also have you seen the data? They maybe trying to weed out who can see what they need (I just like the old school magic pics when you skewed your eyes to see a unicorn). You’ll smash it so give it a go.

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Worth a shot. Don’t agonise over it, but spend an hour or two getting to a tight brief.

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