159: Should a brief ask “What is the strategy”?

It seems like an obvious question: What is the strategy? But even asking it opens a can of worms. What do you mean by “strategy”? Then you can ask, why do so few briefs ask this question? This week, Henry Gomez and I tackle the conundrum of what role strategy plays in writing a creative brief and whether the question belongs on the brief.

For small group and corporate training in writing inspiring creative briefs, contact Howard Ibach at creativebriefworkshops.com for availability.

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Survey Response February, 2020

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Survey Response July, 2020

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Survey Response March, 2021

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Survey Response November, 2017