The two most common mistakes marketers make when they write a brief.
Thanks to research by my friends Matt Davies and Pieter-Paul von Weiler at betterbriefs.com, we now have valuable insights into the yawning chasm between perception and reality on the subject of briefs written by clients and delivered to ad agencies. Specifically, briefs written by marketers. Whether the briefs are delivered to outside agencies or in-house […]
