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Yes, precisely, good point Planning Lab. The fragmentation of creative service industry has a lot to do with it as clients reach out directly to vendors of certain media and disciplines to commission creative directly, without a lead agency leading the way. This places a lot more responsibility on the buyer, and the marketing department client side. Lets not forget there's tons of startups that have opted to have nimble in house creative units who handle most of their own marketing, only going outside for larger jobs such as branded content or a national commercial campaign.
Thanks Planning Lab.
Not sure why Sweden is so preoccupied with briefs all of a sudden. I think it's partially due to the literal explosive growth of creative and marketing industries and schools that teach it here, combined with ever larger groups of students eager to learn everything. It's only natural that planning and strategy skills become important on both the client and agency sides. Couple that with the ever evolving media and fragmented targets, and you have a distinct need for a creative brief created by both agency and client to outline goals.
Hilarity, when Nudd of Adweek called Sweden he found that he called Karl Ritter, bureau chief of the AP in Stockholm. "A Funny Thing Happened When We Called It"
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