E90: This nebulous thing called “strategy.”

Airs November 2, 2022

What comes before the creative brief? Strategy. And what, exactly, is strategy? Good question. The answer is debatable.

Henry Gomez and I usually talk about the elements of a creative brief. It’s a document that comes after the strategy has been articulated. All too often, the brief is written without a clear strategy, or any strategy at all.

That’s what we talk about in today’s episode. I doubt we’ve cracked this nut for all time, but we’ve added our thoughts in the hope of bringing some clarity to a foggy problem.

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