Setting the objective is a crucial step of the strategy process which is overlooked. In this Mind Surgery, we’ll dive into the reality of writing and challenging objectives, from their legacy to get the best out of what’s unchallengeable.
We believe that good creative briefing starts with building a relationship with your creative team before you brief them. We also believe that briefing for a Planner doesn't end there, but goes beyond the session, continuing to help creatives focus their thinking. During the evening, we explored these steps to great briefing - while sipping a cold beer, naturally.