“I don‘t know what I think until I read what I have written.”
4641939331_0fee32dc15 [I break down the single-minded proposition to its basic elements on The Brief Bros., my video podcast. You can also follow me on Youtube.]
If you were a journalist, what would you read to become a better journalist? News stories. By people recognized as good journalists. If you were
Lately, I have read a number of articles about the sorry state of the creative brief in the post digital age. In one particular online
(Adapted from the second edition of How To Write An Inspired Creative Brief by Howard Ibach. Published by Juju Books, due in June 2015) I have heard
Creatives tend to zoom in on the single-minded proposition when the creative brief is handed out. It’s our natural tendency to ask, “What’s the key
Over the course of my advertising career, now in its 30th year, I have seen two kinds of creative briefs. The first is the “kitchen
Last week, I wrote about the role of trust in the person who writes a creative brief. I offered a quick exercise to gauge the
I used to say that before you can write a single word on a creative brief, you need a strategy. It’s time to amend that.
