1. northern

    Great post. Just out if interest, following on from this, do you bother with propositions in briefs and such anymore?

  2. Martin

    We’re spending more time on being clear what the task for communications is. That’s the hard (and oft-neglected bit). For me that’s the vital common understanding client and agency teams need to have when embarking on any creative process.
    But we do still have Propositions. But we also have Tasks. Sometimes a Point of View. Depends entirely on the job/brand/challenge at hand. We write the brief around the client’s issue…
    And we’re not shy about having multiple ones if that feels productive!