Daily Archives: January 15, 2013

AD FIRST, BRIEF SECOND

When I first met Graham Bednash he was a young account man.
He’d just left Lowe Howard Spinks to work at GGT.
He came into my office and asked me to read a brief he’d written.
I said “I’m the creative director, why would I want to read your brief?”
He said “Because it’s about to go into the creative department.”
I said “Okay, put it into the department and I’ll see the work when it comes out.”
Je said “But you won’t know if my brief’s any good.”
I said “Yes I will, by the work that comes out.”
He said “But what if the work’s not right?”
I said “Well then I’ll look at the brief.”

 

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