Hugo Saavedra
Jul 23, 2013

Brand-building series: What separates a good brief from 'good grief!'

In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, shares some tips on developing a brief, delivering a briefing, and evaluating creative work.

Hugo Saavedra

'Brief' is one of the biggest misnomers in the communications arena.

Contrary to its name, you should never, ever write a brief quickly or without considerable thought.

Never toss one out’ at the end of a busy day. And shoot yourself if you ever entertain the thought of giving a verbal brief to your agency. If you can’t take the time to write a proper brief, no self-respecting agency should waste their...

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