Working Towards A Better Creative Brief In A Connected World

No one is going to argue that an agency is only as good as the last piece of creative work they have done.

Everyone within the agency - but few who have never been on that side of the Marketing and Communication meridian - understand the power, relevance and importance of a good, solid and well-thought-out creative brief. Since dinosaurs roamed the earth, agencies (and brands) have grappled with this document. From what it means, to how to make the creative brief better, to having something...