When presenting the creative brief to the agency, clients must resist the temptation to offer preferences for creative strategies.

Question

Quizplus · Accepted Answer

Clients should provide the agency with objectives and constraints, but allow the agency to bring forth creative solutions that align with the overall strategy. Offering preferences for creative strategies can limit the agency's creative freedom and potentially hinder the effectiveness of the final product.

When Presenting the Creative Brief to the Agency, Clients Must