Raig notes that modern agencies must be capable of providing different, unique answers to clients’ needs, and that at the root of this lies the fact that creative briefs are in desperate need of a makeover.
How can agencies move towards solving that problem? Raig introduces five key steps:
1. Invite the agencies in earlier.
2. Interrogate the challenge with them.
3. Organize an open brief.
4. Be open minded.
5. Define new metrics for success.
Read more in The Drum to learn how rethinking the creative brief can help create stronger results for both clients and agencies.