The sales exec walks into the office.
“Have you got an idea for a Plumber?”
This time it’s Plumber… but equally she could have inserted Double Glazing Company, Solicitor, Carpet Shop, Furniture Shop etc.
An idea about what?
Many sales people have a mysterious understanding of the creative process. We actually need to have an idea about what we’re supposed to have an idea about. That’s what the brief is.
I could have a plumber joke in my head. I could have an idea about dancing lemurs in a bathtub. I could have an idea of people playing music using bathroom fittings… BUT they are all irrelevant if they don’t help the client to communicate THEIR message.
Give me the brief and I will give you the ideas.
Oh and the more time you give me the more ideas I may be able to generate. More ideas = more reasons to advertise = easier sales.