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Ad briefs—the physical assignment a client sends to its agency confirming details of a campaign—are a pain for both parties involved. Agencies complain they’re too vague; clients lose time and money if the resulting campaign doesn’t reflect their desires.
And when briefs arrive at the agency in the form of text messages or half-baked emails, agencies scramble to read the client’s mind, then cross their fingers that whatever they come up with pleases the client.
That’s an approach Casey Jones, a former global vp of marketing at Dell, wants to change.
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