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#ChangeTheBrief plans to 'take power back into the agencies'.
Imagine how the Mad Men character, whose greatest talent is getting into the minds of his clients, would approach the briefing process.
BEIJING - Although DigitalMediaWorks, which took place here yesterday, is an educational event for younger professionals, the day generated takeaways valuable for even the most jaded media veteran.
2013's first installment of Campaign China's biannual digital workshop drew more than 40 young delegates yesterday in Beijing. During the full-day course, participants rolled up their sleeves to develop a hands-on media solution to a real-life brief from client Anheuser-Busch InBev. Jean Lin, APAC CEO of Isobar, hosted the event, together with four speakers and five mentors, as well as representatives from sponsors Tencent, HDTMedia and FTChinese.com.
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