DEALING WITH DUELING BRIEFS
We have been recently working with one of our clients who wants to upgrade and standardize their communication development process - specifically, by "joining the forces" of the Client and Communication Agencies (Advertising, Digital, Social Media and so on). The idea in such joint-action is to add precision to the Creative Brief, that all-important document that guides the communication development and assessment process - not to mention the ultimate outputs of the process, Ideas! It sounds like a relatively simple and highly productive move; but old habits don't break quite so easily. This week we re-look at some of the main reasons why it can be so tough to bring Client & Agencies together for the crafting of one, precise Creative Brief.
The DISPATCHESTM for February 27, 2011 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: