desicreative.com

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?

i do!

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?

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

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

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

yeh koi brief hai kya? what nonsense!

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

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?

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.

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

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

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

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

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