Creatives love to complain about bad briefs. If they tried writing one they’d find out how hard it is.
All creatives should learn how to write a brief. It’s humbling, and will make them better readers of briefs.
I read with amusement a debate that creatives’ “intuition” and their “gut instinct” are more important than data in the creative process. This is a false argument. Creatives need to remember an ancient truth. Ideas do not arrive in a vacuum. You cannot create something from nothing. Twas ever thus. As a creative director and […]