‘Everyone still hates briefs’ – says comScore boss and IAB chair Joe Nguyen
Most days, Dr Mumbo is chained to his keyboard in Singapore bashing out stories for you dear readers.
Yesterday was one of those rare occasions when he ventured out for the afternoon to attend Unruly’s ‘Great Programmatic Debate’ at Tanjong Beach Club on Sentosa.
Amid the acronym-filled discussions around digital IDs, addressable channels and a celebration of programmatic’s 10th birthday one thing stood out to Dr M.
And that was Joe Nguyen’s hat.
The Asia-Pacific senior vice-president of comScore, and chairman of the Interactive Advertising Bureau South East Asia + India, apparently created the cap to give out at Cannes a few years ago.
It was used as rallying cry for agencies and clients to collaborate more closely, in a piece of cheeky messaging back in 2014.
“I love the hat because the message really resonated with agencies and how they would like to work with brands,” said Nguyen, explaining his decision to persist with the apparel.
“I still wear it because it’s still damn relevant: Everyone hates briefs, but they are still ever present.”
Who could argue with the man?
A brief is a North Star and direction and is usually iterative. Its not an order form. So maybe it’s a lack of training which maybe the IAB could engage with brands and agencies who don’t get it? Big talk, so do something about it.
ReplyI’m a member of the IAB and was at their AGM last week. They are doing a formidable amount in terms of training and education and standards. There is even a brief template they released to help clients and agencies write better briefs. Joe works for comscore not the IAB so let’s not try and disparage one of the rare associations actually doing an outstanding job in the region.
ReplyJoe is the chair of the IAB? But doesn’t represent it?
ReplyJoe was speaking as the comscore boss wearing a comscore cap. He is entitled to his own opinions and fashion choices.
ReplyNot what the headline says. And doesn’t matter what you want to think IAB…or anonymous
ReplyI was at the event where Joe was on a panel as comscore. If you think company board advisors represent the company at all times you should spend more time understanding how businesses actually work. You should also get more hugs.
ReplyWith respect, complete b*llocks. The industry does not hate briefs. Those that do are in the wrong industry, or shouldn’t be advocating for it. Briefs are easily the most important tool & process within the industry. And arguably, more important now than ever. But, what everyone does hate, is the scant attention, importance, value and commitment that often marketers, and agencies, put towards briefs. Of course briefs need to be collaborative and challenged and debated. They always have, they always will be. But if no-one is prepared to create a plan and a point of view, how on earth do you know if what you are doing is succeeding? This sort of sands-shifting, real-time, optimising approach the programmaticers would have us believe is the way to go is nonsense. Its not marketing and it will never produce the outstanding work or results, that great briefs always do. Case in point – the only thing that stood out for you from the Great Programmatic Debate, was a hat.
ReplyExcellent rebuttal Richard! I fully agree. It’s not briefs I hate. It’s bad briefs.
ReplyI hate to say it, but Richard B. is right once again. How we miss your wisdom buddy. Come back and get to work. Don’t let these these Linkedin creeps like the [Edited under Mumbrella’s community guidelines] and others take over our industry with more chatter. Thanks for laying it on them buddy.
ReplyYup f briefs ? Then what ? What’s the solution thank you . Collaborating with clients are still gonna to get you a brief.
ReplyYes hate briefs. Next, hate pitches. Then do away with pitches, just award you straightaway.
I also hate waking up at a certain time everyday to go to work. The solution is simple, quit my job and eat grass.
If you want the job, or rather the client, take the brief, tackle it and stop complaining.
ReplyMake briefs great again !
ReplyI can see why a programmatic guy wouldn’t want to have anything to do with briefs. Algorithms don’t follow briefs….thats why ads for family friendly products end up on [Edited under Mumbrella’s community guidelines] sites and so on.
Who listens to these guys anyway…update your adblocker filters and surf on.
ReplyBriefs, trunks or boxers?
ReplyIs this really the [Edited under Mumbrella’s community guidelines] big message to the world?
Reply… stack em high, sell em cheap.
ReplyGuys, can we all calm down a bit? This is just Joe kicking off a discussion on an interesting issue that is on the minds of many in the industry. That can only be a good thing, right?
Dr M was simply stating the different hats Joe wears in his piece, he tells us. And he is not sure whether Joe was speaking in his capacity as comScore boss or IAB chair, or whether it really even matters.
Just in case a reminder is needed, here is the link to the full community guidelines: https://www.mumbrella.asia/community-guidelines
And here are the four fundamental pillars:
Be respectful
Abusive, hateful or ad hominem personal attacks are not permitted. Comments should address the issue, not the person.
Be constructive
Stay on topic. How will your comment add to the debate?
Be concise (too long ; don’t read)
Try to make your point in a couple of paragraphs. Excessively long comments risk not being read at all.
Be reasonable
We all work under constraints. Without seeing the brief or understanding the internal processes involved, you may not have a full understanding of a piece of work.
Reply…I think the underlying problem with these types of industry soundbites is that they frequently come from individuals not fully embedded in roles or organisations that produce the type of work that truly drive the industry. A programmatic brief isn’t a nut to crack, it’s a laundry list of requirements. ComScore sells solutions and products – what briefs are they tackling exactly? The IAB in Singapore is making a lot of effort and doing some good work as a whole, but frankly it’s a bit like being coached football by people who have [Edited under Mumbrella’s community guidelines] the game. So when those people harp on about standards, about talent not being up to the job, about creativity and the overall quality of work, it’s not “you’re wrong”, but more… “okay but who are you to say that?”
ReplyA well balanced response – it’s frustrating to hear these types of soundbites from the sidelines.
ReplyBecause anonymously complaining on a Dr Mumbo article is far more productive? This article and comments is everything wrong with the industry [Edited under Mumbrella’s community guidelines].
ReplyBriefs bring focus. And the point?
ReplyI once sent comscore a brief. They sent me back a price list. They didn’t even include one of those red caps for me to wear around the office.
ReplyCall it a brief, creative brief, a work ticket, a job, an email brief whatever. We can’t remember everything we hear so it is best we write it down in a brief or you won’t know what to do, what the initial thinking on it was, or where to begin. And yes, some briefs even tell you when it is due. If you hate briefs get out of this business. Who is this guy?
ReplyHave your say