THE GREAT BARRIER BRIEF

A favorite quote from one of yesteryear's great ad agency creative heads, Al Hampel, goes something like this: "The fastest animal on the planet is not the cheetah. No, it's the creative person running away at full speed from an imprecise, unclear Creative Brief." It's often sad but true that, despite the importance of a "tight Creative Brief" to a brand's business (namely, toward the development of some blockbuster campaign ideas), most marketers settle for briefs that are burdened by barriers. This week we urge marketers and their agency colleagues everywhere to break away from the Great Barrier Brief.

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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a pdf link and a hand-held version link to allow for your preferred method of viewing. Note that depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address. 

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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The DISPATCHES^TM for March 25, 2013 can be found here:
http://www.bdn-intl.com/GreatBarrierBrief.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=453

It is also available in PDF here:
http://www.bdn-intl.com/uploads/GreatBarrierBrief.pdf