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Is a chaddi required?

Seriously how important is a brief in advertising. On one end people say think beyond the brief on the other the same demands one.What is the importance of a brief that's just a formality, that has no value addition from the brand servicing guy? When a creative guy works on a brand for say a year and a half, does he really require a brief? These insights are based on my experience in mid-size agencies as I have never worked in the top twenty.

I maybe wrong but then what if i am right.

Comments

Anonymous said…
Hi. Brief is really seriously important. But then it helps only if it's a brief in true sense. If it does not tell you all that it should, question it or rather question the person responsible for creating it.
Working on a creative without a brief (or a proper brief for that matter) is like being lost in the middle of an ocean without any idea where to go (and if the brief's misleading, then assme you can't even swim)!
6:18 PM
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