Oh, Good Brief!

There are good clean briefs. And then, there are the usual skidmarked travesties from the mind of supposed marketing maestros.

What separates the men from the boys? This ballsy little article from the Planning Lab looks at some great  (and not-quite-so-great) briefing forms from a few global agencies: The Better Brief - via the Planning Lab

Do you have a preferred briefing format, or do you favour the same approach as one commentator's one word ideal:  Why?

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