CHAPTER 7
MANAGING YOUR CAREER
HOW TO SPOT THE GOOD BRIEFS
If your advertising career is to thrive, the main thing you’ll need (apart from being good) is good briefs to work on.
A good brief is one that offers the chance of doing great work. Often, it’s “who it’s for” that makes a brief an opportunity. Certain clients such as Volkswagen, Sony, Nike, Adidas, Levi’s, and Budweiser buy outstanding work all over the world, year after year. (There are also certain brands that regularly do great work in one country only—like Harvey Nichols and The Economist in the UK; Skittles and Burger King in the US.)
Your agency may not have any of these particular accounts, but it will still have one or two clients that buy award-winning work, or at least do work ...
