Why we need to protect the creative brief

Craig McLeod, Planner, GPY&R Melbourne

A lot has been written about the creative brief lately:

Last year Patricia McDonald wrote a great piece entitled Planning for Participation.  

Or there’s Martin Weigel’s recent post: On the necessity of briefs, client briefs and creative briefs.

Or perhaps the RGA/Beats presentation in Cannes, in which Omar Johnston boldly stated, “Fuck briefs.”

It’s all very contentious
The creative brief may be evolving, but as long as we’re in the business of translating business problems into creative solutions, it will be necessary. So before we talk about how the brief needs to evolve, it is useful to discuss the principles that must remain the same. These may sound basic, but they remain as true as ever.

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