Blink Stefanus, what now?
I sit here tonight with a brandy and Tab and I wonder what the next step is for Blink Stefanus. I returned yesterday from Stilbaai and I had a chat to my mom about Blink. She doesn’t understand it. The harder I tried the more she shook her head. The truth is I don’t understand Blink Stefanus myself. I know where I want it to end up but for the rest I usually suck it out of my thumb. I don’t have a strategy and I believe it will be written at the end. Like it happens with many creative briefs. In the ad industry it works like this:
1.Client briefs agency – Eg. We want to sell a budget burger for the man on the street.
2.Strategy comes up with a strategy which they present to the client. Once the client is happy a brief gets written by client service and strategy. This brief is the one that gets presented to the creative. This is where I come in the picture. Even after I’ve read the brief and listened to the approved strategy I can still come up with an idea that doesn’t fit these briefs, but still works perfectly. If the client buys an idea like this the strategy is changed to fit in with the new direction/idea. So a strategy that follows an idea isn’t that strange.