Simon Veksner: Of course you can crack any brief. But what if there's two?

beau2.jpgBy Simon Veksner, Head of Ideas, Naked Communications

Sometimes, the agency brief is not the only brief. Sometimes, the client writes their own brief first. And then the agency writes a brief based on that (called a 'reverse brief').

This system, quite frankly, sucks balls.

Because when you have two briefs, the potential for confusion is immense.

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