Lead Creatives, do you like being a part of the Creative Brief creation process or do you view participation a waste of your time? Had an account person really go out of their way to mend a fence...

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Is being involved mean approving the brief? I feel like the best CDs I worked with were someone involved because they wanted the approved brief to have language that would help launch ideas and to point back to the brief that was client approved to back up slightly off the wall ideas.

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I’ve always thought creative briefings turned out best when the CDs and strategy were aligned before briefing the rest of the team.

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Our CD is usually present (and engaged where appopriate) for the client brief, and we often have a review session with strategy when they're 80-90% there, before the creative brief to the full team. It has proved useful to have key players aligned before the creative process starts in earnest.

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I always want to see/sign off on a brief before it gets finalized. I’m responsible for answering it

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...and remedy past exclusions. My Senior and his boss could not have been less engaged. One didn’t even look up from his phone. How have you kindly but firmly encouraged people to step up into their roles? I was so pissed after this meeting I could have spit.

Absolutely not ok.

Drawing a department line is a difficult but necessary part of your job.

^Yes this was to notify them of an upcoming ask and a request for their input before the brief was reviewed for approval by the client.

Very hard to get a brief creative loves and the client does too - but the lead creative should always be involved near the end of brief development and their buy in is absolutely critical.

OP - my advice is bring them in later on - not in the beginning. I can see why creative leads would get pissed off by a shoddy rough draft of a brief. Once it’s in a good place (ambition + direction + inspiration) then your CD can easily help take it from good to great. Oftentimes by simplifying

SD1 the request to set the meeting was from Account. Agree it should have happened later. I think the account person just wanted them to be aware of the work. (Basically they were trying. This level of involvement was new to them too.) The senior creative was questioning if there was a point in a brief entirely. I haven’t been on this account long but the disrespect for teammates is alarming in this group. I hope I can fix it because that’s what I was brought in to do. But refusal to participate in a standard parts of the kick off of any project following a client brief blew my mind due to the seniority of those in the room.

I like a good prima donna if they’re talented personally. I would suggest alcohol and a good old bury the hatchet session with those people.

Unless one is terrible

My tolerance for talented people is high hence wanting to spit after this meeting.

I absolutely like to be involved.

Getting a brief with details corroborated across all depts is absolutely key to creating work that we can, as a unified team, try and sell.

If they pay no attention to the brief, how can they provide useful guidance to the work? They'll fuck up, have to retread, waste time and cost the client money. The client will get pissed off and be less inclined to trust the work when they do, eventually, see it.

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