Don’t ask me how I arrived there, but I just stumbled across a site titled “Colectivo Planner,” which has a slide show from JWT that is a how-to guide for planners when writing a creative brief… It consists of 66 fucking Power Point slides! And it shows there are currently 64 known creative brief formats within the entire JWT organization. Various lame-brain points for fucktards include…
A creative brief is first and foremost for the creative people working on that brief!
The brief is not developed separate from the creative department.
It’s all about the brand. Fuck selling stuff. Think brand (OK, I made that one up.)
But you get my drift here. With Lots and lots of mind numbing charts that only an MBA could love, this is fucking melt down time. No wonder not much gets done, and what little does, invariably sucks!
Our dad is a planner at JWT. Today is his birthday!