The name “Blank Brief” is inspired by my mentor, a creative director at IMC2, a Dallas-based advertising agency that I worked in 2012. I joined IMC2 while the ad agency is going through a re-branding phase to MePlusYou Agency. In 2015, it was acquired by Moroch Partners.
In one of our webinar, the creative director told us his story of a pitch that he lost to another agency, because that agency went into the meeting with a “blank” creative brief, a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. He said he soon understood that it were his lack of researching about his client and his creative ego that cost him a billion-dollar worth of deal.
That story follows me until these days, and I name my consultancy “Blank Brief” as a reminder to myself the foundation of customer-centric ethics.
As a digital marketer in the 21st century, and beyond that, I know what counts are the ability to listen and think critically about the values of the person/team/company I work with.