What are you packing into your briefs?

[vikas]

You are an advertiser, an account director, brand planner or an ad agency executive. And you have come to the conclusion that something is fundamentally wrong with your creative brief.
Your suspicion is confirmed by that gnawing sensation you feel in your gut when evaluating the advertising created in service of the deficient brief. The work feels indistinct or generic, crammed with information, yet devoid of a differentiating message; its tonality is either too quiet or patently overbearing in its desperate need for attention.

Blame must be assigned: It's got to be the brief.



Howard Marguiles writes for AdAge