Ask around, and you'll hear it: the briefs are getting stranger. Less like a defined request. More like a rupture.

Clients aren't just asking for deliverables. They're asking to be reoriented.

• "We know what we make. But why does it matter now?"

• "We want to grow but into what?"

• "What are we not seeing?"

• "What qu

that it has four possible goals: to identify, to inform, to entertain, or to persuade.

In that initial frenzy of activity, don’t forget to ask your client, “What do you want this advertising to do?”