Point of view: It all begins with the brief

This article includes a short history of the brief and looks at how agencies can do better in the future.

Point of view: It all begins with the brief

Faris YakobGenius Steals

In August I delivered a Warc webinar entitled 'Beyond boring briefs: How to inspire great work' and it garnered the most attention and follow-up requests of any that we've done together. Lots of people seem to agree that briefs have become boring. Planners feel as if they are endlessly writing the same briefs, filling out the same forms, regardless of which agency, client or project they are working on.

Looking back in time and across agencies and geographies, we found a great deal of similarity. At the...

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