3 thoughts on “how creative should propositions be?

  1. A proposition should be inspiring & is written for a creative brief. Not a client, a trade sell in or anything else for that matter. I know what you’re saying Gemma in terms of client sign off, but tinkering with a carefully crafted set of inspiring words should not be their domain.

  2. True. That’s when you should be at your best, the critical moment. But the brief will always be there as a point of reference. P

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