Jones&Bonevac Becomes BriefLogic
When Dr. Daniel Bonevac and I started Jones&Bonevac with Deon Lewis and a handful of other sharp marketing executives, we did so in response to a growing need for our specialized agency management consulting services. The solutions we developed soon became more than brains for hire. We developed specific products and services aimed at scaling our best thinking, and helping the corporation we serve maximize every marketing dollar. Yet while we have updated our company name to better reflect our DNA, our roots remain the same. We recognize that while the output of marketing agencies is often creative, the input cannot be. Assignment briefs, project briefs and RFPs must make sense. The direction corporations give marketing agencies must be rational, reasonable, sensible . . . in short, logical. Welcome to BriefLogic, and to the BriefLogic Blog.
Having just gotten into a bit of a fight over a brief, I can’t wait to see what you guys do. I need some new ammo!
Interesting comment by Dell’s CMO regarding Enfatico:
“Enfatico still exists as the production arm of WPP”.
What kind of brief is suitable for a chop shop?
The rest of the interview can be found here: http://bit.ly/91q3Tg
Donny,
Your email address lists you as donny@donny.com. That appears to be Donny Osmand’s web site. If you’re THAT Donny, then welcome to the marketing business. If you are not, why the subterfuge?
Enfatico may not be what Sir Martin, its supporters, or its clients at Dell had hoped WPP could create. Those inside would agree that there are lot’s of factors involved, including the unfortunate timing of a global recession. However, experimentation (including the Enfatico experiment) is part of the innovation process. WPP and Dell innovated, and learned. They are improving in ways that would have been impossible without that learning. As Erin Nelson stated in the same article “We learned a lot. There are pieces of the relationship that we absolutely love.”
Let’s discount the disregard inherent in your term, “chop shop,” and assume that you meant no disrespect to all the hard working people in our industry who are employed in marketing communications production. If we do, the answer to your fundamental question of “what kind of brief” is simple. A well thought out one.
Another perspective on briefs: http://iamtheclient.blogspot.com/2010/05/why-do-you-think-its-called-brief.html