Creative team during a briefing
(Incorrect attitude)


Correct


We Creatives like to think of ourselves as maverick uncontrollable rebels.

But we're not.

The truth is, we're all too compliant.

How many briefs have you rejected - ever? How many have you even challenged?

I've seen briefs where under "single-minded proposition" there were three adjectives. Linked by two uses of the word 'and'.

How can you possibly write a good ad to that?

Now, it's true that before the brief gets to you it will have been signed off by your creative director. Perhaps by a few planners and clients also.

Nevertheless, a brief is not a legal contract. It's a series of suggestions, a step in a process - and you're a part of that process.

So don't be like rabbits just sitting there in your hutch, happy to nibble on whatever you're given.

Be like the tiger cubs. Cute and adorable, of course. But alert and challenging also. Indulge in a bit of 'rough play' with your planner. Bat his brief around like a balled-up pair of socks. If anything doesn't smell right, scratch at it.

Above all, if you don't feel the brief is right, say something. You may be surprised how much say you can have.

Tip No.39 - Tell The Truth
Tip No.38 - Playing To Lose
Tip No.37 - How To Write Headlines
Tip No.36 - How To Do Direct
Tip No.35 - How To Do Radio
Tip No.34 - How To Do Press
Tip No.33 - How To Do TV
Tip No.32 - How To Do Digital
Tip No.31 - How To Do Posters
Tip No.30 - Look At Weird Shit
Tip No.29 - Presenting To The Client
Tip No.28 - Presenting To The Team
Tip No.27 - Presenting To The Creative Director
Tip No.26 - How To Deal With Rejection
Tip No.25 - Look Creative
Tip No.24 - Don't Be Afraid To Ask
Tip No.23 - Your Idea Has To Be 120%
Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish

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