I believe the way forward is to take key decision holders within the brand team, turn up the heat and boil in an inspiring environment. Bringing in relevant experts and consumer guests as co creation stimuli.

The way agencies work with some progressive brand clients has to be challenged. Not all agencies have the same process but the basic result is that they end up pitching an idea within a drawn out process.

Instead of creatives thinking of ideas on their own within a traditional creative brief format - which can be disconnecting, badly written and uninspiring. The brief bad or good can also be inhibiting for creativity and go in directions that are flat for the brand.

Progressive brand teams are usually smart clients with a large amount of creativity. Leverage this within a great session which is empowering to the client and everyone involved. 

The creatives become the guardians of the concept along with the planner who is responsible for relevant and motivating inspiration - so the workshop platform stays focused. Massaging out as a group team over the day a series of brand engagement ideas that can be chosen to be developed.

Having experienced this process in Stockholm working on global digital viral development concepts. I believe this is the way to go, everyone walks away feeling inspired and involved in the development of the ideas. Of course some areas still have to be ironed out such as digital production and special effects but the main concept and foundation for brand engagement are there.

A cold shiver goes down my spine when I think of a fresh cheesy account person pitching 3 ideas because they know one will get signed off?

Things have to change. The way forward for me is clear now. I hope that more brand teams can have the courage to try at least and roll up their sleeves to creativity.