The old theatre line “if it ain’t on the page, it ain’t on the stage” rings true whether it’s David Mamet’s latest taut masterpiece, or Tracy the acccount manager’s brief for new improved Wheaty Bites. But take a look at the majority of ads around you. Any memorable lines? Resonant insights? Emotional journeys? The results suggest all is not well in creative brief world.
Keepin’ it brief