A few aspects of this brief make it both remarkable and very interesting reading:

  1. Mick sends Andy “2 boxes of material which you can use, and the record”. In other words some pictures and the product.
  2. Mick adds “I leave it in your capable hands to do whatever you want”. Total trust. But then, not every agency copywriter or art director is Andy Warhol.
  3. Money is almost incidental.
  4. Mick warns Andy that he may be chased to deliver, but also advises him to ignore the chaser. That puts account management in their place.

I can only conclude that clients give their agencies such complex briefs because a) they don’t think their agencies really have to creative talent to deliver what’s required and b) they are convinced they are going to get something they don’t like. In other words, the brief becomes the client’s insurance policy document. Funny, that is what they often look like.

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