Simon Veksner: What’s your Brief like?

By Simon Veksner

Naked Communications

I once asked a creative who had changed agencies what the brief was like at his new place. He replied: “Same shit, different boxes.”

It’s certainly true that every agency is obsessed with having their own unique format of brief… but it probably has far less impact on the work than their culture and clients do.

And yet… the document does communicate something about the values of the agency behind it. READ ON…