Genuinely Terrible Briefs

GENUINELY TERRIBLE BRIEFS Every ad campaign starts with a brief. This is where they go to die. You will be handed a truth nobody asked for, a need state nobody has, a campaign type nobody wanted, an idea nobody vetted, and a feeling nobody can define — and your one job is to assemble them into something that could plausibly get greenlit. It cannot. That is the point. Then it goes to review. Thirteen seats are watching. Some are fixed, some rotate in, one of them can kill your idea outright and will visibly enjoy it. The Chief Executive will find a way to mention the share price. The Chief Communications Officer will not say no — she will simply ask who has seen this. The EVP of Performance Marketing will ask for the CPA on something that does not have one. Nobody on this panel agrees with each other. None of them are wrong. Survive the panel and a director from the floor claims your…