This is a classic mistake. It’s also an easy mistake to make. Why do perfectly normal, talented and astute advertising professionals confuse features and benefits?

Telling brand stories is what we do. Our clients turn to advertising professionals like us to translate the details of a brand, its attributes and

Twas the night before briefing and all through the shop Every briefer obsessed o’er the single-minded prop.   Objectives and targets should be clear as

By Nick Southgate,  Ph.D, Behavioral Economics consultant, account planner, faculty member at The School of Life in London. I first learnt how to write briefs at

Account planners have their own thoughts on this subject, and from what I’ve read many are acknowledging the need to deemphasize the silo-ed nature of

When in doubt about your skills, think fundamentals. It’s like any new skill you learn—you need to practice the basics before you can advance. In

As it turns out, Ramona Liberoff’s post last month, Creative briefs for beginners, was the most popular and most read post on my blog in

by Ramona Liberoff, EVP Marketing, Strategy and Planning, Movirtu Limited, London Howard’s book is a great tool for all of those with the weighty responsibility