How much room is left for a good idea when the brief already prescribes the solution?
Our colleague Srđan Marković, Marketing Manager, took part in the panel “Tastes like ‘a brief without truth’: Where do ideas begin to die?” at IZAZOV 2026, the 12th regional forum of communication leaders, held on 8–9 September at Madlenianum.
Discussing the relationship between companies and agencies, Srđan offered a simple analogy: we visit a doctor to explain what is troubling us, not to order five boxes of yellow pills. The same principle should apply to a brief: clearly explain the problem and leave room for the expertise of those we have entrusted with solving it.
“A brief must not be a predetermined diagnosis. Otherwise, we reduce agencies to very expensive executors of our own ideas.”
