We’re not talking boxers versus tighty-whities here.
I was thinking about a critique I received after a workshop I delivered last summer.
“You have too many creative brief samples from UK agencies,” I was told, “and not enough from US agencies.”
The reason was, and is, quite simple: The best briefs are written by our British cousins. They invented the concept of account planning. They offer training in account planning which also includes crafting well-written briefs.
Ergo, they write better briefs.
If I had more well-written briefs from US agencies, I’d use them.
But I don’t. So I can’t.