Category Archives: Briefing

Content focused on the art of briefing in the digital age

June 12

The creative brief has lost too much mojo

99 times out of 100, the creative brief isn’t really creative enough to inform and inspire great thinking.

BREAKING-BAD May 23

The agency model is breaking bad

All good things come to an end Advertising, direct marketing and digital agencies have played a pivotal role in turning marketing into a $600 billion a year industry. The memorable ads, mailshots and digital campaigns have done more than simply help advertisers to create brands, sell products and develop ongoing relationships with customers, they have […]

cyborgg-running-man April 16

Get agile or get left behind

On February 11-13, 2001, at The Lodge at Snowbird ski resort in the Wasatch mountains of Utah, seventeen software developers got together to, as they put it: “Talk, ski, relax, and try to find common ground.” What they produced and signed up to was The Agile Manifesto: a 12-point commitment to optimising the development of software […]

December 18

It’s briefing Jim but not as we know it

In search of a little mojo I was recently tasked with the job of helping a major mobile phone company rediscover their briefing mojo.  The core of this kind of mission is not to underestimate, berate or patronise the group you are working with. Most clients and agencies still work on the basis of … “If […]

November 29

Too young to write briefs for an ageing population

A new twist on an old problem. When I see client and agency teams struggling to get a brief together or push work out the door that is actually irrelevant to the target audience, I am reminded that I too was once young. While a lack of audience segmentation is often at the root of poor […]