It’s Time to Reimagine the Creative Brief

Description:

Although the outcomes of advertising have evolved, mostly due to the ever-expanding array of communication channels, the process has remained largely unchanged. Client issues brief, agency responds. If it ain’t broke, don’t fix it? But do client briefs ever result in ground-breaking innovation? Sometimes. But we think sometimes is not enough. That’s why we’re working on a completely new approach that delves into category problems. For example, as people’s interest in the provenance of what they buy accelerates, retailers need to make purpose actionable. How can we answer that brief, deliver the solution to a brand, make it relevant to their objectives AND reimagine an experience for their customers? Could Open Briefs be the answer to true category transformation?