… is a client brief like this.
Actually it isn’t, I’d much rather have something technological … but it still wouldn’t be too bad given so many briefs today are nothing more than ‘executional’ demands rather than a fundamental business challenge, where the solution is up to you.
Of course, given so many ad agencies think an ad can solve everything, it’s not hard to understand why so many clients basically decide what they want upfront, rather than trust their communication partners to come up with something all by themselves, but it’s still like going to the Doctor and then prescribing your own treatment.
Who knows, maybe everything will change for the better in 2012.
Maybe I’ll stop loving Queen, wearing shoes and be responsible.