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This isn’t as rare as people are making out, especially if your shop is/was digitally focused. Does your studio use Jira or an equivalent? I worked at a shop that was resistant to briefs, but totally open to ‘tickets’ which served basically the same purpose.
We don’t really use it to outline deliverables or expectations of projects.
I’ve haven’t really seen a brief or a non-strategists-opinion based insight at my agency in two years.
Last week, one of our lead strategists was talking about how she doesn’t like reading research reports and isn’t good at working with data.
She’s not lazy, honestly. It’s just that we’re not a real agency, so most people don’t know what their actual job is/are just not equipped to what they’re responsible for.
Call it whatever you want, but there needs to be something that defines the problem you’re trying to solve.
Totally
You should be concerned
VERY!
The client should demand to see it and approve it. We do not kick off without client’s approval of the brief.
This is actually a pretty great podcast episode on the creative brief!
https://open.spotify.com/episode/0Zr0PFB1BGtI093fPPX3pV?si=q-3g6C7OR2u4UM-gsuvmBQ
Wait, so, how do they kick off the project? Just scream “okay, go!”, then send you off into the brainstorming without a clear objective abyss?
Pretty much, yes
I've honestly never heard of not using briefs as a practice. Does your agency have strategists?
Not really. We have one but he wears “multiple hats”
how do they start projects then??
Literally they just talk about it and say “ok everyone good?”. It’s so bad and messy
Thanks, all. With all of this said, how do I try to implement change? One of our PMs tried to talk to my boss about it and she was frankly rude and talked down to her as if it was normal they don’t use briefs. My boss literally said “we haven’t used briefs in years. You don’t need one” 😫. It’s such a mess.
Love all this advice. Thank you