This point is a sub-set of the "who should write the brief" issue. I've encountered too many clients who don't bother providing any kind of

"Half the money I spend on advertising is wasted; the trouble is I don't know which half."             John Wanamaker I'm a bit

With the New Year just under way, it's time to make a few resolutions to keep your brief writing skills honed. First, resolve to collaborate

I tip my hat to friend, colleague and fellow creative Paul Rector for his astute reply to my last posting. Specifically, these words got my

5. The freelance creative team/ad agency is brilliant. They’ll figure it out. Maybe. If you’re lucky. Or you have really deep pockets and can afford

We’re not talking boxers versus tighty-whities here. I was thinking about a critique I received after a workshop I delivered last summer. “You have too

This is from a book published privately in 1998 entitled, What’s A Good Brief? The Leo Burnett Way. A good creative brief… …is brief and

None of us is as smart as all of us. I came across this Japanese proverb just recently. It’s not meant as an endorsement of