By: Richie

Richie — Mon, 08 Jul 2024 12:14:08 +0000

Mightn’t be that easy to implement, Dave: in some agencies, the CD signs the brief which means he’s read & agreed to it. Some CDs see challenging the brief as questioning his authority and judgement
It don’t make things easier if the CDs not in the habit of signing the briefs. These CDs seem to be players.
If the team challenges the brief but comes up with half baked executions, which doesn’t necessarily mean the team’s wrong, the CD will just say you shouldn’t have challenged the brief, it’s the brand’s DNA blah blah blah.
Some agencies even ask the client to sign the brief. In such cases, challenging the brief is well nigh impossible and suicidal.

Comments on: IT’S ALL SOMEONE ELSE’S OPINION

By: Richie