Thursday, August 11, 2022
Brief writing - it's harder than you think
›
The biggest problem with brief writing is that people think they're easy to write. Typical Marketing Department: "We're going...
Tuesday, October 19, 2021
You've written your best Brand Plan. Now it's time to write your best brief.
›
Just like any other strategic process, a brief is about choices. The brief is the roadmap of how to direct the execution of creative materia...
Thursday, September 17, 2020
Playing Together to Win - how to build an agency ecosystem (across brands, categories, disciplines & regions) that delivers great work
›
Global and local CMO’s have starting asking the same question: now that we know we need great creative because it works better (thank you Bi...
Thursday, September 12, 2019
Just How Risky is Creative Advertising?
›
The short answer? Much less risky than boring advertising. I wrote this some time back and I thought I would republish. Worth bearing all ...
›
Home
View web version
