Chris Zawada and Jack Dayan met with LBB’s Jordan Won Neufeldt to discuss their recent presentation at The One Club for Creativity Executive Creative Summit in Barcelona. They discussed reinventing the creative brief and emphasized how brand-agency relationships must evolve by 2025.
Henry Ford famously said, “A business that makes nothing but money is a poor business.” Purpose puts brands on a meaningful track, keeping companies accountable to their staff, customers, and the environment. In 2006, Simon Sinek introduced the Golden Circle, which had marketers worldwide talking about a brand’s “why.” It also became the archetypal model for brand building everywhere.
There’s been a lot of focus on changing the creative brief. We got rid of it and opened a whole new door to creativity. As we know it, the creative brief hasn’t evolved since the heyday of the Mad Men era of the ’60s. Social media was 35 years away, Mark Zukerberg wasn’t even born, and phones had rotary dials.
Many people have asked about the origins of our name – Full Punch. Not surprisingly, it has its roots in boxing. But it also plays well into the current state of marketing. In boxing, the most dangerous thing a boxer can do is throw a half punch. This leaves the boxer off-balance and vulnerable, and worse, it’s ineffective.
It all started when we asked, “What’s the best that can happen?” When we launched Full Punch in late 2018, it might have seemed like a crazy thing to do. The economy wasn’t doing well, and there was already an abundance of agencies out there; a few were doing well, but many more were struggling.