How to Write a Strategy on a Page

I strongly believe that you never have to show the creative brief to the client. I've always struggled with that too. And it happens way too often. A strategist should definitely be writing the brief, and an account person who can kind of sign off on that as well. So that is the team that should be signing off a creative brief. It's called a bit of a nesting strategy. You write the business problem, then you show the consumer problem, and then the insight that unlocks the consumer problem. Then we go back into the consumer goal, how they’re reaching new goals, and thenThe business goal,. how they're reaching their goals.