What Happened to the Brief?

Welcome to a less-than-brief conversation all about the brief! As creative strategy people in the marketing and advertising industry, The Two Marketeers co-hosts, Sean Patrick and Lindsay Waugh, are obsessed with the brief. And rightfully so! The brief is the kick-off to brilliant (and, unfortunately, mediocre) work. But, it should NOT be the beginning of the work being done. In this episode, Sean and Lindsay discuss and debate the role of the brief, all that has to go into creating one, and what to do in the absence of a great one, or let's be real, one at all.
Happy listening, Marketeers! Then, get out there and craft better briefs.
For reference:
MarketingWeek, "Mark Ritson: The idea that marketers need to be creative is a load of baloney, we’re useless at it. (www.marketingw...) "