Ok y’all how do you feel about creative “thought starters” on a brief? If I trust the planner and their homework on real insights I don’t mind but lately I’ve been seeing some lame ones on briefs and junior teams getting lazy and using them. I kinda subscribe to idea of you should the strategy in the creative but not the creative in the strategy? Thoughts?

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I think it’s nice to let the strategists have some fun

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Don’t be accepting of the creatives simply taking the thought starters. Explain that to them. Be the change you wanna see.

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don’t like it myself. A good brief should open doors for any decent creative to walk through anyway. Why do I need someone else to start the creative process for me?
Handy if it’s screamingly urgent and has to get out the door yesterday I guess.
But it’s a no for me.

Ty. And goodbye. We’ll have a think ourselves.

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