Effie Tag

Got tagged by IQads blog to answer the question: who writes the brief of effectiveness for Effies?

Since I sense a tidal wave of "it's teamwork between all those involved" I'll just keep it simple here: that person or persons who feel they "own" the project, they have nurtured it and know most about it. Sometimes it's just the planner, sometimes it's just the CS, sometimes (you rock Serban) it's just the creative, sometimes it's a team. There are no boundaries or set responsibilities because advertising is a blurry field.