Great creative begins with a great brief Imagine asking a chef to prepare a new dish without a recipe. A recipe provides direction. It outlines the ingredients, the method, the desired outcome — and, just as importantly, what the finished dish should not become. A recipe for chocolate pie shouldn’t somehow end up as chocolate cupcakes. Many organisations do not brief their creative partners thoroughly enough before embarking on a marketing or communications project. The problem is often simple: important …
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