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In today’s advertising world, is the creative brief outdated? My vote is absolutely! But, it also shows that we, as marketers, continue to ironically be awful communicators. While we have 100’s of “new” tools for communication, we still have to revert back to the outdated method of RFPs and creative briefs. Why? What would happen if we did neither? What would happen if we broke tradition and “rules” and requested creative/campaigns/ideas informally and like normal people? Is making agencies/subordinates jump through crazy hoops simply an ego boost and power trip?
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