Be creative, they say. Engage users, they say. Relate to the audience, they say. But, have you ever thought about the things that they don’t say? The things that they imply?
A journey of a creative brief from idea to execution now takes a more diverted route as compared to the creative expressway of the early 2000s.
Journey with me. I’ll be your guide on this read.
First Stop: What’s the brief? What are the deliverables? Where’s the budget?
The brief: show us how creative you can or cannot get. The deliverables: we want a banner but can explore options (or better, make it viral). The budgets: let’s not go there.
Second Stop: The brief now reaches the creative conundrum where,
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