Thoughts on writing the creative brief: the single-minded proposition
In an earlier post, I quoted John Hegarty on the subject of the brief as the first ad for a new project in the form of the proposition.
Practice, practice, practice.
Woe isn't you.
Get the picture? Keep your single-minded proposition short, quick, headliney, tagliney.
"When I drive the Beetle convertible, I feel..."