The document discusses the concept of a 'permanent brief' which emphasizes the need for ongoing creativity and collaboration between clients and agencies. It highlights the importance of establishing natural company priorities, consistent strategic needs, and persistent business problems to foster enduring relationships. Examples from brands like Gillette and VZP illustrate how these elements contribute to long-term brand success.

1. T H E P E R M A N E N T B R I E F
Leo Savage,
Chief Product Officer McCann Prague,
Founder & CCO PlanetaryP2

2. BIG CLIENTS
HUGE BUDGETS
SMALL CLIENTS
TINY BUDGETS

3. C R E AT I V E B R I E F S A R E A

4. C R E AT I V E B R I E F S A R E A

5. There are only Business Briefs
That need creativity to be solved

6. Don’t sit around waiting for a creative brief.

7. Make the brief.

8. Worked on repetitively until the creative muscles are built
A permanent brief between you and your client
A natural company priority
A consistent strategic need
A persistent business problem

9. Permanent Brief: Gillette
Understand, champion and promote the Father Son relationship
A natural company priority: Men
A consistent strategic need: Fathers Day
A persistent business problem: Brand Love
BIG BRAND

12. Invention of the year

13. Permanent Brief: VZP
Being the backbone of the Czech Health Care System
A natural company priority: Health and wellbeing of Czechs
A consistent strategic need: Prevention
A persistent business problem: Growth as category leader
BIG BRAND

17. Not obvious,
but intuitive
Not easy,
but
productive.

18. Fundamental
Design
Everything else
you do together
Core
Strategy
How to achieve
permanence of the brief
And become co-owners of
the total creative agenda
with your client.
Stretch
Project

19. D O N ’ T W A I T F O R I T

20. M A K E I T

21. T H E P E R M A N E N T B R I E F
Leo Savage,
Chief Product Officer McCann Prague,
Founder & CCO PlanetaryP2