Introduction

Fergus O'Carol: This is episode number four in our series on planning for effective outcomes. We're going to talk with Julian Cole about the challenges we face with briefs and their critical nature to success. He says too many times things go wrong right here because planners don't necessarily understand how to write inspiring creative briefs. Fergus: I would encourage us all to learn this template. If you're already working with a brief that you love, that's great. But if you're not, I'd encourage you to check it out.