The brief: how to resurrect the perfect style

The brief is the foundation of great work. As part of an agency community that receives briefs constantly, we rarely betray this ethos.
If you walk through an agency and listen carefully, you will often experience an account manager groan “I’ve got that brief to write”. The life of an account manager is a busy one, and while other tasks are seen as necessary, sadly many view this as a chore.
Yet the ramifications of a bad brief are far-reaching and can be deadly. In terms