"Right, as usual," said the Duchess. "What a clear way you have of putting things."
Countless hours and dollars are spent on creative concepts and executions. Many more hours are spent debating them. But are you spending enough time and energy on the creative brief? How often does it have an actual point-of-view? Or an insight about the category, not just the consumer? Is the strategy tight and prescriptive, or un-original and wishy-washy? Is the target audience vividly defined, or just 'between the ages of 25 and 54'? Is the creative team inspired – or bored? And, is it brief?
I've learned to write briefs from some of the best account planners in the world. And having worked with award-winning creative teams my entire career, I know what they need to succeed. Don't let copywriters and art directors waste precious time deconstructing poorly written briefs. Don't let client 'work plans' hinder creative genius. Briefs are hard work, but they make the work better.