What Makes a Good Brief?

APG
March 2014
Video
“Some argue that the basic structure of the brief has remained unchanged in 30 years which is perhaps extraordinary given that the work has transformed over that time. So is the brief a dodo, or testament to an enduring set of principles about how communications work? Is it irrelevant as briefing becomes iterative and primarily spoken rather than written?” Presented at APG Noisy Thinking in 2014.
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