the perfect brief

[silly lily]

according to me, the perfect brief is the USP of the product. a simple one-liner. no? and the perfect creative, again according to me, should have that USP as the headline, with not a word changed. who agrees?

[kikikikikiki]

i do!

[Anjana Kamat]

lily, u r silly, and i am guessing, also a copywriter. u just want to make your life easy. make servicing do all the hard work and then leave the rest to the poor art director. right? so what do u do? only write the body copy bit? or do u have a smart one for that too?

[raja ghose]

i agree with u silly lily. r there any servicing people on this forum? they should be. they would learn a thing or two. anjana, servicing people SHOULD do hard work (too). r u servicing types? u sound head of bombay office types

[silly lily]

hey guys! don't know how to react to this barrage!

[vikram sharma]

the perfect brief should stimulate the creative to create that one awesome communication that becomes part of public memory.

[Vigyapan Sipahi]

yeh koi brief hai kya? what nonsense!

[Anjana Kamat]

so, sipahi ji, what according to u is the perfect brief?

[Saumya]

I knew someone who would re-write the brief as his ad copy. and no one could argue with him. Of course his career didnt take him far, but I think SIlly Lily it answers your question?

[silly lily]

saumya, his career did not take him far coz the servicing guys he worked with wrote ridiculous briefs methinks otherwise technically (in a world of perfect servicing guys) i think the USP SHOULD be the headline.

[Desh Premi]

so you are saying that Servicing Guys should be good copy writers?

[silly lily]

of course not. what i am saying is everybody in advertising should be good advertising people.

[amey katkar]

The perfect brief? i don't know about that but surely there is a manipulative brief.

[DesignBoyz]

Is there a brief at all? Who gets briefs any more?

[Ek Kanya]

No one gets a brief any more. Those days are gone.