[mdbauman]

I agree with this, also based on my experience working at an ad agency. Particularly the part about team members with different expertise finding better ideas and execution strategies.

I'll buy that on average, brainstorming is an inefficient way to improve the quality of a product, especially if all members of the team are reasonably knowledgeable about the subject. But as the article mentions, that's often not the case.

It may not always or even often result in a better product, but there's definitely value in finding those outlier projects where you can save time and money with an approach that would be obvious to someone with more familiarity with the subject. It's hard to know if this is the case beforehand, so it may be a sensible default to hold a short brainstorming session for any project so your team at least has the opportunity to identify areas for improvement.

Edit: formatting