{ "media_type": "text", "post_content": "TO THE STRATEGISTS crafting your next big brief: how about we do something else besides “Inspiring You to be the Best You, Also Passion.” Maybe show your client the FIFTY other companies doing that exact strategy, and tell them not everything can be inspiring. \n\nToyota for instance—not inspiring. Yogurt—not inspiring. How about we not inspire any “passions” or build any “worlds around you” for a while—give it a rest, maybe THINK OF SOMETHING ELSE and see how it goes?", "post_id": "60fdd6a2ddac41002032069f", "reply_count": 21, "vote_count": 14, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }

TO THE STRATEGISTS crafting your next big brief: how about we do something else besides “Inspiring You to be the Best You, Also Passion.” Maybe show your client the FIFTY other companies doing that exact strategy, and tell them not everything can be inspiring. Toyota for instance—not inspiring. Yogurt—not inspiring. How about we not inspire any “passions” or build any “worlds around you” for a while—give it a rest, maybe THINK OF SOMETHING ELSE and see how it goes?

likeuplifting
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likefunny

Im just very very very inspired and being the best me in a world designed for me and my passions, so I am good on inspiration and would like another reason to consider something. There must be something.

likefunny

did someone hurt you OP ?

likefunny

Tell this to them directly. I have to fight my managers to make briefs actually useful to creatives and having this feedback as proof helps

likesmart

We had a meeting to discuss this very thing with our strategists. The next three briefs we got were entirely void of strategy. Think along the line of "This restaurant makes food. Target families." Bad bad.

like

I appreciate when creatives take the time to have those convos too. It can be awkward but it makes for better working relationships.

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The scarcest resource in advertising is an insight. And I say that as a strategist

like

So OP’s creative failed and they need an outlet for blame?

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Nah it's an incredibly cliched brief. As a strategist I can support that needs to be better too.

likesmarthelpful

Everyone getting mad at OP is a discouraging sign. Props to the strategists who recognize it as a sign of weak strategy.

likehelpful

In school we were always told that strategists are the ones who bring insights/human truths. Unfortunately, it hasn’t been going that way in my career. I’ve seen creatives, including my partner and I, find them. So I’m jumping on this thread to ask, is that normal? Because I do know there’s been times where we say, “eff the strategy because this idea is great.” And creative leads agreed.

like

Older school places/those trained by the more traditional folk tend to have creative do insights instead/in addition to strategists. Strategy as we know it now didn't exist until the 70s.

likehelpful

Have never had a good brief from strategy. Never. The discipline surely has its share of brilliant minds, but I can't understand why every agency needs an entire department of strategists when it clearly hasn't made the work better...

like

I've always been impressed with RGA strategists when I've worked with them. Have a hard time believing the entire department is the issue.

like

Strategy lead here. Can tell you in my personal experience that that direction has almost always come directly from the client, and we're trying to find a unique way in while also satisfying the client.

like

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likefunny

A partner said on a client call that we really miss an associate I’m filling in for and that the team should be up to speed when she gets back. I can’t help feeling a bit slighted by that. I get that she’s much more senior (I’m a 1st year who started a couple of months ago) but I don’t think I’ve done a bad job at all. My first brief was spot on arguments wise and didn’t have much redlines. Am I reading too much into it? Should I check in with him to ask if he’s unhappy with my work?

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