‘Distill the brief’: The Mill’s Phil Crowe on what it takes to be a great creative

Are there bad briefs? That’s likely up for all kinds of debate but, to Phil Crowe, ECD of The Mill in Los Angeles, it’s less about the brief and more about the interpretation of the brief.
To become a great creative, Crowe feels as though it is vital to distill the brief down to its essence. Then, it’s up to creatives to actually celebrate its constraints, something he learned early on, even before he made his way into the world of marketing. 
From there, great creatives m