E22: Lance Saunders on why the briefing is as important as the brief itself.

Airs June 9, 2021

In a special “extra” episode of The Brief Bros. with former DDB president and COO Lance Saunders (see E20 for complete first discussion), hosts Henry Gomez (http:henrylouisgomez.com) and Howard Ibach (https://howardibach.com) address the topic of The Briefing. Often overlooked or given second-class status, The Briefing deserves closer inspection and more attention. As Lance argues, it should be the most well-attended meeting in an agency or client. If it isn’t, something is seriously amiss. Creative review: Two post-Covid spots by two different brands, Extra Gum (“For When It’s Time,” agency: Energy BBDO UK) and Uber (“Your Uber Awaits”), agency: Mother.

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