Your agency brief sucks. And this is why

Silly olympics - no sense of direction

If I was alone on the sea of indifferent marketing, about to be stranded on the desert island of bad performance, and in order to escape I had to choose one thing and one thing only to fix, I’d choose the brief. It really is so fundamental, so obvious, and yet so often neglected. So I thought I’d take you on a diverting journey around the most common types of brief-fails.