So we just had a brief where the strategy is just a big pile of nothing. How do I explain to the planners what we need from them?

Sit down with them and be collaborative. The brief is meant to serve creatives so they should want your input. They likely put a lot of work into that pile of nothing, so try not to shit on it too hard, just push it forward.

Talk to your CD and have them do it

I would consider berating them in a meeting in front of a dozen coworkers. Then tear the brief in half and storm out.

Sit down with them and pick their brain. Maybe bounce ideas off them and see if they have any thought for what might work or if their research pointed in those directions. Maybe they’ve got more thoughts & info than we’re out on paper

Step 1: can you spin the main message in a way that has even a kissing cousin’s relationship to the thing on the table? Step 2: is there anything else in the brief that you can cherrypick? Step 3: can you pull an audience insight that you can serve up as an interesting possibility? Step 4: can you point at effective competitive to say, “not sure we’ve got a good answer to this.” Step 5: write your own brief and work from that—until someone tells you no. Step 5: can you slip away and start drinking now? PS - if the planner or strategist is any damned good, s/he should welcome you saying, “I’d like to look at another door in. Got any in the background?

So.... I’ve only known like 2 planners (or strategists, if you want to call them that) who were good at being catalysts for creative, in that they actually knew what a real consumer insight consisted of, instead of just regurgitating some client wishful thought, brand navel gazing garbage, or generic obvious shit about every consumer out there.
However, with the rest of strategists, I have learned to use their “big pile of nothing” against them, or to get them on my side. Let me explain: Take a DEEP dive into this big pile of nothing and derive your own conclusion of what the consumer wants/needs. Forget the “RTBs” and meaningless insights or consumer archetype bullshit. Use the real raw data that went ignored by the strategy people because it didn’t fit a narrative from the client that perhaps was in conflict.
When you and/or your team come up with a kick ass idea and strategy wants to chime in with some inane reason of how it is “off strategy” bring up the data that they ignored or overlooked from their “big pile of nothing” and say: “Well, actually on page 532 of your deck, there’s data that contradicts what you’re saying”... and then watch their expression. It’s precious. Then watch them stutter as they realized you’ve just jiu-jitsu-ed their brief to rework the strategy to something totally different and they can’t argue against you because the data is on your side. Reluctantly at first, they’ll take your side.
I love throwing a wrench in it every time AND THEN, 3 out of 4 times, they end up re-writing a totally different strategy because you were the one who nailed the real insight after digging like a fucking archeologist through their pile of crap.
It’s more work, but it always ends up in more gratifying results for the creatives, smarter work for the client and it usually ends up being super effective with the consumer. Also, the strategy people will hate you and respect you simultaneously, but they’ll end up liking working with you, because at the end, you make them look good (after initially making them look like fools). They will get the credit for the strategy after all, even if you’re the one who derailed its original direction.

The more nailed down the brief is to a specific expectation of the client, the more wild the creative can get.

One sentence. One rock solid sentence that the client says “yup! If that’s the takeaway, we are happy.”

Fuck the brief. What’s the actual problem that needs solving?

Bring them as part of the team. A good brief is as much responsibility for them as it is for you. Sit down with them and help them craft a brief that works for creative ideas, and not to sell only to the client. In the end, it is in your best interest even if it is outside of your scope of work.

Strategy? We don’t need no stinkin’ strategy!



I’m only half-kidding. And watch Blazing Saddles you millennial noobs.

Tell them directly, with your CD and account person present.

If the brief was written, there’s something there. Try seeing this through a different lens.

If you feel the work has no value or substance. Kick it back, do your job.