When I’m confronted with a brief, I think:
‘This could make me and the client famous.’
Fixating on the idea that the ONLY solution your brand needs is a viral video can cause you to miss out on even greater opportunities that might be readily available to you that you just can’t yet see.
Everything comes from your brief. The quality of your campaign is directly reflected in the quality of your brief.
Vague and imprecise briefs cost brands and agencies precious time and money in the idea brainstorming phase, and the final advertisement will probably not be something that everyone involved is happy with.
90% of my time is invested in coming up with ideas, once the client agrees on one of our ideas, that is when my job really begins.
The remaining 10% of my job is implementing that idea.