Who should write a creative brief?

None of us is as smart as all of us.

I came across this Japanese proverb just recently. It’s not meant as an endorsement of writing a creative brief “by committee.” (You’ve all no doubt heard the adage: A camel is a horse put together by a committee.)

I share it with you because, as I mentioned in my last post, creatives never concept alone. A writer or art direct may go off on her own to begin the thinking process, but she always meets with her partner eventually to swap ideas and get a reality check.

So why would a brief writer think about tackling the task in a vacuum?

I’m certain this notion doesn’t fit the reality of day-to-day life at most agencies. Yeah, well here’s a great example of change we can believe in.

Writing a creative brief by yourself makes as much sense as a copywriter doing creative without an art director.

I recommend at least two heads should come together to write a brief. Make it two account people or one account person and one creative. Or one account person and two creatives. However the mix is arrived at, give the creative brief its due by putting more minds on duty to write it.

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