These examples reveal a common misconception about email. Having too much email isn’t a problem. The problem is that we get too much bad email. And there are massive opportunities to create great email that can make life better.
In most agencies, planners write the brief. In some agencies account execs write the brief. In progressive agencies, where the lines between functions and departments are blurring, the brief is often a joint effort among the planners, creatives, account team and an involved (in a good way, we hope) client.