Serious Q: Since when does strategy = concept? If we, the creative team, aren't allowed to build a concept around an insight, you're denying us our job. A brief is not an answer. It's a question.

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Strategy is the recommended thing to say. The concept is how to say it. And that's an open question for you to answer.

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You're both right.

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My job is to arm you, inspire you, and point you toward the most interesting provocation. Lazy creatives mean my brief becomes the idea. Personally hate when that happens and feel for the good teams out there because it smothers you vs frees you...I could go on and on

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Wish I could upvote this more than once.

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Also, feel lucky if you're getting a real insight at all. I've work with a lot of planners who want to give you facts as insights.

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Lazy creatives mislead accounts and planners to think that the strategy line can also be the concept line

👆🏻

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