3. Writing the ad for the ad.
Why is so much advertising just shit on toast?
Because there is NO reverence for the creative process.
Creative teams sit down and end up arriving at the brief. They put a picture to the brief and then write a headline to it.
Its not an advertisment you are looking at then.
You are looking at something that did not happen. A brief.
No matter who writes the brief, be it Client Servicing or Brand Planning, lock on one person who takes responsibility for writing the brief.
But for God's sake, lock on that one person.
Hold the Creative Director by his neck and make him a part of the thinking. He must be a contributing constituency in the final brief.
When you are "giving" a brief, begin with the finished, written brief. Ensure that it is written on a proper paper, printed out like a carefully finished document, its grammar, punctuations and syntax incontestable.
Talk all you want. But talk with a written brief in your hands.
Most people saunter in, hands in pocket, and "lets talk about the brief".
One long-winded, masturbatory conversation later, when the most constructive part has been ceiling and nvel gazing, nose picking and trying to conceal an erection that sprang out of nowhere and won't sit down, a bored group of people will saunter out in a distracted manner. These assholes will then claim to have "given you a brief, come on, you were there."
Take these shits outside and shoot them in the balls before you shoot them in the head.
Because there is NO reverence for the creative process.
Creative teams sit down and end up arriving at the brief. They put a picture to the brief and then write a headline to it.
Its not an advertisment you are looking at then.
You are looking at something that did not happen. A brief.
No matter who writes the brief, be it Client Servicing or Brand Planning, lock on one person who takes responsibility for writing the brief.
But for God's sake, lock on that one person.
Hold the Creative Director by his neck and make him a part of the thinking. He must be a contributing constituency in the final brief.
When you are "giving" a brief, begin with the finished, written brief. Ensure that it is written on a proper paper, printed out like a carefully finished document, its grammar, punctuations and syntax incontestable.
Talk all you want. But talk with a written brief in your hands.
Most people saunter in, hands in pocket, and "lets talk about the brief".
One long-winded, masturbatory conversation later, when the most constructive part has been ceiling and nvel gazing, nose picking and trying to conceal an erection that sprang out of nowhere and won't sit down, a bored group of people will saunter out in a distracted manner. These assholes will then claim to have "given you a brief, come on, you were there."
Take these shits outside and shoot them in the balls before you shoot them in the head.