How to Write a Great Brief

Julian: Briefs can be learned, but it takes a lot of effort to write this and do it in a good way. Julian: From day one, we're expected to fill in the boxes of a brief. A lot of strategists are never given the fundamentals of understanding what you go in a brief. How do I write a great one? What are the words and what does a bad one look like? That's w-a-r-c.