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.
I maybe wrong but then what if i am right.
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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)!