From Talent Zoo: Why creative briefs suck

Brilliant post from Howard Ibach at Talent Zoo on the sorry state of most creative briefs. His solution is simple—creatives need to collaborate with account to develop briefs that work. It’s not enough to offer a passive nod of approval or yell “hey that sucks, rewrite it” from down the hall. We need to actually sit down and work together until we get it right.

Yes, he’s suggesting we actually work with our account person instead of resenting her. Novel concept, but it just might work.