Agency Brief

“There is nothing in a caterpillar
that tells you it’s going to be a butterfly.”



Appearances can be deceptive. (Looking at the unsightly form of a caterpillar, who can think it has the potential to grow in to a lovely butterfly? Yet, that’s exactly what happens.)

An Agency Brief is, in some ways, like a caterpillar.

At first glance, it appears to be an unsightly, dull and forbidding document. A Brief gives no inkling of having within its womb the seed of a great communication strategy
or the promise of a beautiful, effective advertisement.

Yet, we know from experience that a Brief has that potential.
 All great advertising can be traced to a great Brief.

So please take the Agency Brief seriously.

Thank you.