I Don’t Believe in Briefs

I Don’t Believe in Briefs

An online documentary called Briefly produced by US brand and design strategy firm Bassett & Partners shines a light on that essential little document known as a brief.

Tom Bassett, CEO of Bassett & Partners, was curious to understand how some of the world’s most consistently exceptional creative talents thought about and used the brief and so he interviewed them for the 26 minute film.

John C Jay, president @ GX, partner @ Wieden + Kennedy, Frank Gehry, founder or Gehry Partners, Yves Béhar, CEO, fuseproject, Maira Kalman, illustrator, David Rockwell, CEO, Rockwell Group, and John Boiler CEO 72andSunny elaborate on how they define and use the brief to deliver exceptional creative results.

With gems such as “I don’t believe in briefs”, “The fact it’s called a brief is interesting because briefs can often be really long”, and “You have to be given a lot of runway so you can take off”, it’s a must watch for marketers and creatives alike.




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]