What’s the thoughts on post rationalised strategy; when the creatives come up with something great off brief and you have to post rationalise?

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Open to it. If it solves the problem, then it’s on brief, no matter the specific language in the brief.

If it doesn’t, it’s not really great (it may be very creative, of course - but if you can’t convince me it solves the problem, you’ll never convince our client)

Those are the boundaries we hold our creative teams to. But I’d be disappointed if everything I got was “on brief” in the strict sense.

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I’m open to retrofitting the brief but what I don’t like is when creative develops something without a brief and everyone loves it and then you need to create a strategy to support it. Frequently happens in pitch mode

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If it’s a good idea I’m fine with it (and usually there’s a genuine insight I can build an argument around/defend). If it doesn’t actually make sense, it’s deeply annoying

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i think it means that your original brief missed the mark.

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Not sure why this is in the salary bowl...

But I'll bite. I only like it when the idea ladders up to a good strategy that wasn't part of the brief. Which does happen - but I'll be honest, almost every time wasnt for that reason, but because the CCO or ECD wanted something to submit to an awards show or because they thought it would be really aesthetically cool. Not good reasons to spend the clients' money, in my opinion. (Which was routinely ignored in these situations, by the way.)

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