I’m no baseball player and I’ve never hit a home run. But one thing I have learned is that the faster the ball comes at you, the greater your chances of putting it out of the park.
The ball literally bounces off the bat, so the force doesn’t have to be generated solely by the hitter.
Same deal with advertising.
The thought, insight and creativity that goes into a creative brief directly influences the creative teams’ ability to nail an over-the-wall idea.
Taking the client’s objectives and copying them into an agency briefing document is only going to lead to looping base-hits, even in the hands of the most skillful team. Strategic planners know this. They are the pitchers, whipping their crafty spit balls at the creative gang. They are the overlooked MVPs of the advertising realm.
That’s all I have to say about baseball and advertising.
And hey, it’s the 7th paragraph stretch now.