September 19, 2006

"Food for thought"

"By definition, a good creative brief contains a bold hypothesis. To generate hypotheses you need to speculate: you need to progress from the known to the unknown." -- Jeremy Bullmore, WPP

1 comment:

K said...

Deviam fazer um estudo da percentagem de vezes que o departamento criativo segue a sugestão do contacto e do seu briefing...