The Importance of Getting Thinking Right

The brief is the center of gravity for everything, whether it's that conversation that results in an aha moment or whether it's the actual written document. The chances of things being based on any, any strong set of principles or a strong solid direction begins to fall apart unless you get that right. And going back to the difference between a client brief and creative brief, I mean that the, in my view, the agency and the planners should be writing to the client brief so forming strategy to that brief,. Creative people should be writing from the creative brief.