In the immortal words of Walter Paepcke, founder of the Container Corporation of America, “packages are not just commodities; they are communications .” 10

Distilling a communications strategy into a brief is an art; it should be concise, clear, consistent and creative. Indeed, BBH co-founder John Hegarty has gone so far as to describe the creative brief as “the first ad in the campaign”.

what makes a great 1-Pager/PRD?

As you read through these 1-Pagers, look for these elements that make them effective:

1. Problem-oriented: They crystallize the problem being solved in a few strong sentences—ideally near the top of the document—to focus the brainpower of every teammate in the same direction.


2. Clear success criteria: They

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