How To Write A Single-Minded Proposition:
Five insights on advertising’s most difficult sentence. Plus two new approaches.
The creative brief is the most important part of the advertising creative process. Everyone struggles with it. Even harder is the Single-Minded Proposition. It asks: What’s the one most important thing to say about the product? A close examination of five elements on every brief reveals the thinking behind this sentence. You’ll also meet two industry innovators, and learn how their thinking can unlock better, more memorable creative.
"Ibach's book should be required reading for all account people, strategists, and creatives. It's the best, and briefest, book on briefs I've read."
Luke Sullivan, author, Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising.