Disagreements between marketers and agency partners around briefs are a long-standing thorn in the side of otherwise fruitful partnerships.
"Sharing the same 'evaluation criteria' - or as I put it, 'what defines great work' - makes everything a million times easier. Before you start work on your next campaign, get together, get inspired by the best work in the world, and make your list."
People say, 'Oh, there's no time for any proper conversations on the briefs these days - we just get them by email.' Well, you do have the time to do the work well.'
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