A little while ago I found a really amazing speech called The Brief for the Sistine Chapel on the English brand planning site www.accountplanning.net.
Written by Damian O’Malley, who is now the Executive Planning Director for McCann Europe, the speech illustrated just how important a brief is to the creative process.
In it, Damian imagines the various briefs that Pope Julius II, or the Pope’s account man, Cardinal Alidosi may have given Michelangelo. Each is analyzed for its effectiveness and potential outcome, and the article ends with the kind of brief that has the power to inspire a Michelangelo — or a…
