When a client approaches an agency, itâs usually because their brand needs some fresh thinking or a new creative approach. Maybe they want to enhance their visual identity or transform how consumers view them. Sometimes, theyâre looking to create an entirely new brand from scratch.
That means they need creative ideas, flair, and an agency with their finger on the pulse of the zeitgeist. But whatâs often forgotten is that a brief is essentially a problem to solve, and so agencies should first and foremost be problem solvers.
I often joke that our role can be like that of a detective. We shouldnât take anything at face valueâwe need to understand consumer motives, sniff out the clues in popular culture, and look for hard evidence to back up our thinking. Our work should aim to âcrack the caseâ at hand, using creativity to ensure the brandâs fit for purpose and delivers on its commercial goals.
