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Why do agencies find it necessary to rewrite the client communications brief, transcribe it into their own formats and fill out their little boxes with their special headings before heading into creative development?
Is it about control? Is it because client briefs are notoriously inadequate? Is it because clients don't know how to inspire creative agencies? Agencies certainly train their people to question everything in the client brief, not to take anything at face value and to keep asking 'why?' like...