When a client and agency together craft the “road map” for the advertising, then the creative process can begin.

Armed with a clear and concise brief, armed with a simple, single-minded objective, the copywriters and art directors can start work.

Without an excellent brief, without open minds and passion, no great advertising will be born.
When advertising doesn’t work, it’s never a case of the client being wrong or the agency being wrong — rather, it was a case of the brief being inadequate.