E8: Target audience

Airs March 3, 2021

Why do brief writers want to cast their net so wide when figuring out who the customer is for their brand? It’s a natural inclination, but as Henry Gomez (http://henrylouisgomez.com) says, “It’s rife with chaos.” Watch Henry and Howard Ibach (https://www.howardibach.com) on The Brief Bros. as they discuss strategies for avoiding the biggest mistakes creative brief writers make when answering the question, “Who are we talking to?” on briefs. Creative Review: Sketchers “To The Max” Super Bowl TV spot. Agency: Sketchers in-house.

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