Pieter-Paul von Weiler
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Stop using the creative process to define your strategy
If the first round of creative work doesn’t hit the mark, it might not be the work that’s off—it might be the brief.
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The six briefing mistakes clients make but no one ...
Agencies say the majority of briefs land on their desk unclear, unfocused, or rewritten by committee. These traps sabotage marketing efforts from day one.
Why words are killing your briefs
The marketing brief is the costliest Word doc in the business—and half the time, it’s ruined by buzzwords that say nothing at all.
Why you should never ask a friend to evaluate an idea
It's very easy for anyone to have an opinion about creative ideas. However, that doesn't make their opinion professional or the feedback constructive, says the co-founder of BetterBriefs.
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