Name: Master and Commandee.
Uploaded: 2015-09-30T08:00:39-05:00
Channel: Steve Poppe
Description: Last night at Google Firestarters, Chet Gulland, head of strategy at Droga5 NY, mentioned “1 idea, 50 briefs.” For another Droga brand he spoke of 30 briefs. (The topic of the event, as you might imagine, was the brief.) The brief is what keeps agency planning departments in business. Each project should have a brief.