Oh, Good Brief!

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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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About Post Author

Gavin Barrett is Owner/Founding Partner + Creative Director, of award-winning Toronto agency Barrett and Welsh.

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About the ideawallah

Gavin Barrett is Owner/Founding Partner + Chief Creative Officer, of award-winning Toronto agency Barrett and Welsh. In pursuit of big ideas he has: nibbled on pigs' ears (not on a live pig at the time); gone elephant-back in the Thai jungle (no elephants were hurt); gambled in a Macau casino (was utterly destroyed). His ads: have run in 35 countries, helped elect prime ministers, attracted the ire of the lawyers for Dolly the clone sheep, drawn an angry crowd in Lagos, have been studied in business texts in Canada and India and received derisive mention in a John Irving novel. His poems: can be found in Penguin’s anthology of 14 contemporary Indian poets, Reasons for Belonging. He cannot: sing.

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