In his regular column, Paul Feldwick ponders a query from an agency strategy director who finds his own creative director's insistence that every brief should be based around a single-minded proposition derived from "interrogating the product" restrictive and dated.
Does creative like Levi's still wash?
Paul Feldwick
Q Our hugely talented and experienced creative director still insists that every brief must be based around a single minded proposition – preferably one that comes from 'interrogating the product'....
