I research for a living in an advertising agency
And I like the words of a colleague giving feedback to a creative:

"So why is this headline better than simply stating the proposition I gave you on the brief, in plain english?"

Poor copywriter looked a little lost for words...
( prince-igor si tacuisses, philosophus mansisses, Thu 20 May 2010, 16:26, 1 reply)

Haha
That's the problem with most briefs. Where the proposition is actually a line. Rather than a statement of what's good about the product and why you need it. Bloody planners trying to be all 'creative'.
( mrlogic is copying your beard, Fri 21 May 2010, 10:59, closed)