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i think genuinely the creative brief is a bit of an existential crisis yes we need some sort of input um to give people a springboard to work with um but whether its a piece of paper with boxes filled in i think is it is massively in question in some instances its okay in some instances it isnt we live in a world now when really um impact and distinctiveness in execution are the most important things and being able to shape how something can be really really impactful is the most important thing and to build the opportunity all around that so the role of the creative brief in that uh i would say is less important than the strategic uh inputs that are shaping the conversation along the way so i dont have an answer sometimes you need one but i think it needs really really careful thought as to how we use the creative brie in our processes
