The Power of Get Who to Buy

Julian Zelizer says he retrofitted each episode of his show into the Get To Buy brief format. He used to put an insight at the top and then map it out, but this is a little bit different. One example: Love's diapers' campaign was all about first time moms not being confident in their own parenting skills. The hero of this is the consumer and the supporting role is the product or brand,. We're talking too much about the business where the creative brief should be talking about the audience you're trying to sell," said Zelizer.