A job is… “I want a coffee table with four legs, 1200x900x500, in wood.”
A brief is… “I have a coffee every morning and I want to out it down in something…”
A brief is a problem, a need, something that requires a solution.
This is what we should be giving our leaders, our MTSers and especially our designers; problems and the responsibility to implement solutions.
So don’t ask your designers for a postcard… Tell them you need to give people something so they know about the Christmas Carols night. They might still come up with a card… But at least it was their idea, and not just your job.