Point of View: The idea epiphany

This article discusses the relationship between a planner's brief and a creative's idea, arguing that an ongoing conversation is more important than the brief.

Point of View: The idea epiphany

James HurmanPreviously Unavailable

A while back, somebody asked if they could see the briefs I'd written for campaigns that had won Cannes Lions. They were naturally sure that behind that great work must have been a great brief – some kind of electrifying proposition buoyed by searing insight. And in every case, there wasn't. I went back and looked, and through the perspective afforded by time, they made for pretty pedestrian reading. None could have been blamed for the brilliant ideas that somehow followed from my creative peers. Was I surprised? No. Was...

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