Thursday, April 24, 2008
Have you ever had this problem with a creative brief?
It doesn't tick.
It won't excite sniffer dogs.
And it'll pass through an airport scanning machine without attracting attention.
But that doesn't mean there isn't timebomb in the creative brief, just waiting to explode.
That's because it comes with a 'suggestion' or 'prescription' of what the creative idea should be. No pressure, mind.
It happened to me recently and it's not over yet so I can't reveal all the details. But I was wondering: has it ever happened to you? Come on, don't be shy.