What makes a good brief? | APG Noisy Thinking





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Published on Apr 7, 2014

APG Noisy Thinking
What makes a good brief?
18 March 2014

Following on from our packed 'What is an insight?' session earlier this month we're asking a new question by popular demand. Some argue that the basic structure of the brief has remained unchanged in 30 years which is perhaps extraordinary given that the work has transformed over that time. So is the brief a dodo, or testament to an enduring set of principles about how communications work? Is it irrelevant as briefing becomes iterative and primarily spoken rather than written?

To shed some light on these and other fudamentals of our art we've asked:

Thiago de Moraes | ECD of Droga 5

David Hackworthy | CSO of Fallon

Craig Mawdsley | Joint CSO of AMVBBDO

Nathan Guerra | Head of Industry at Google

to shed some light in the darker corners of where work comes from. Two Planners and Creative. Is it fair?

APG Noisy Thinking is association with Flamingo

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