"Thou shalt not cut and paste the client brief."
"No brief is an island."
"Show the tension in the strategy."
"Share it with the creatives."
In today's Sweathead episode, Will Humphrey talks about 20 pieces of no-nonsense advice on how to write, sharpen, and present a creative brief.
Will Humphrey is an integrated planner of 15 years' experience, having worked at a huge variety of agencies (Advertising, PR, CRM, Digital) on many different clients - from telco to charity, to FS and beer. He's taught APG courses, judged the Effies, written the odd award paper, and won a pitch or two.
He likes good writing, tea, pub quizzes, and taxidermy. One of those is a lie.
Connect with him at http://twitter.com/will_humphrey or https://will-humphrey.com/.
P.S. I (Mark) managed to skip words in parts of this interview. As in, I introduce Will as "strategy", which is pretty good for Will but makes no sense. Sometimes my brain misfires but, luckily, Will is fully coherent.
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