
STRAT_SCRAPS_v33


What do you wish Strategists would do more of?... See more
- “Find opportunities for action, and not just diagnostics.”
- “Choices. Most planning presentations open up possibilities but do not close them. They are exploratory; they analyze issues but never make choices, and for me, strategy is about choosing.”
How do you judge whether a creative brief is good or no
Alex Morris • SCRAPSCRAPS v 164
as a campaign planner in ad agencies, I developed hundreds of creative briefs, some of which went on to produce award-winning ads. To me, the most important part of those briefs was what we called the compelling idea or key message. It was the one idea that, if we could get the target audience to believe it, would create desire for the product.