Origin of the GET/WHO/TO/BY Model

Baiba Matisone

This article explores the origins of the GET/WHO/TO/BY model of the creative brief and explains how to implement it correctly.

Recently, new versions of how to use the BBDO model GET/WHO/TO/BY (further in the text – GWTB) are appearing more and more often. Sometimes we may see some elements disappear or appear. For example, the WHO element, may be completely removed from new versions, or a ‘BECAUSE’ element attached to the briefing form. In order to discover the original version of the model, I interviewed the author of the GWTB model – Martyn Straw.

A brief history of how the GWTB was created

Andrew Robertson, CEO of BBDO at the time, invited Martyn Straw to become the first head of...

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