Should planners try to crack their own briefs? Do you do this in practice?

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Yes, some call it "bad creative".

likefunny

I try to come up with a couple thought starters just to show the brief can work, but I don’t try to compete with the creative dept.

likesmart

Interesting - going to try this - thanks

Yes, every single time. Your team will appreciate it even more if you can write them a sample script and a storyboard for one of your creative thought starters.

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