Advertising today isn’t about “pitching” to the client using the dusty linear model that began with creative and ended with design. Now, it’s about collaborating with the client and bringing designers and technologists on board at the outset to craft a plan that will transform a product.
We’re intrigued by this article from Daniel Carlson, who proposes that ad agencies eschew the traditional creative brief for a solutions brief—mixing daring design, creative copy, and transforming technology to propel a company beyond competition with and comparison of other brands.
To learn how this can be accomplished (and find out how it all relates to coconut water!), read more.