Babita Baruah, vice president and client services director, JWT Delhi, entreats one and all in the advertising fraternity to elevate the brief to an "exalted status"
What if there were no STOP signs on the streets and a major corporation was charged with inventing one?
An agency decided it will call for a pitch. So it asked 9 big clients to respond to a crisp brief that was so exhaustive, it looked like a lethal potion a thousand brand managers had purposefully cooked up. Only, it wasn’t the brand managers, it was the account managers this time, that had gleefully put together a painstaking regurgitation of a zillion power point presentations.
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