Beyond the Brief: The hidden key to marketing success
This is the first in a series of essays called Brief Writers on Briefs. I asked Lance Saunders to kick-off this monthly series because he
“I don‘t know what I think until I read what I have written.”
Flannery O’Connor
This is the first in a series of essays called Brief Writers on Briefs. I asked Lance Saunders to kick-off this monthly series because he
It’s an accusation. It’s also a fact. When I do my workshop on creative briefs, I always ask participants to do what I call my
There’s an old saying in our business that dictates everything we do. It has ruled our world since the dawn of the ad agency business.
I’ve been teaching creative brief workshops for 19 years and have traveled many miles, in airplanes and online, to meet many smart and dedicated brand
(First published in July 2009) When I began my career as a copywriter, I viewed rules the way other creatives viewed rules: with disdain. I wanted
Two copywriters and an art director walk into a bar. Well, no they didn’t. But they did each write about writing and they all have
In 2018 I traveled to San Francisco to lead a creative brief-writing workshop for a high-tech brand that was a member of the Association of
Writers have historically lamented the blank page, but I think this is overstated. No writer approaches the task of writing without an idea, some spark