concentrated evil

As a creative, you have to know what you need. You have to be sure about how you work. And you have to be ready to call bullshit on those who do not respect that process.

The most basic of those needs is the brief. However, this need is not always recognized.

I was once in a somewhat charged meeting with an account director, debating perceived flaws in some work.

I asserted that good work didn't happen without a good brief. This account director disagreed loudly, saying pretty much literally that "you don't need a good brief to do good work." There were, um, some heated words on my part, because that was the dumbest thing I'd ever heard.

Her attitude manifested itself in every job on her account. Projects would get briefed in, concepted, then presented internally, where it turned out that the creative was all wrong, because the brief was all wrong. And the brief was all wrong because none of the information in her head had been communicated to her team, and she hadn't really looked at the brief before allowing her team to present it to the creatives.

Oddly enough, we were told that the clients were frustrated with the work. But it wasn't the work the clients were having trouble with.

Needless to say, her and I didn't work together that well. Frankly, I can't name a single creative who has worked with her that well.

And I don't know many clients who have, either.