Insight / Strategy · Draft
The brief is a starting point. Not the answer.
A reminder to ask one more question.
Editorial draft. Awaiting publication approval.
One idea to take into the work.
Ask one more question
“We need a campaign.” That might be the right next step. But what changed? Are the right people not finding you, or are they finding you and not understanding the value?
A brief becomes more useful when it describes what isn’t working.
The interesting part was never the individual skill. The interesting part was the problem behind it.
— Mekky.
What does this bring to mind? ↗