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

Choose A Path Less Trodden This Cannes In Cairns
  • B&T Exclusive

Choose A Path Less Trodden This Cannes In Cairns

Don’t be basic. Think creatively and you shall reap the benefits of Cannes in Cairns. “We want brands!” “We want the CMOs!” We heard you and we acted. The content slate at this year’s Cannes in Cairns, presented by Pinterest, is packed to the rafters with some epic brands and top marketing talent. But that’s […]

Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
  • B&T Exclusive

Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks

Self-professed nerd and one of four top Cannes in Cairns, presented by Pinterest MCs, Keeva Stratton has a front-row seat to some fascinating minds and fierce debates. But who should you put on your must-see, must-hear list? Here, B&T grabs five with the Quip agency founder, who will be helming the lecture in the Rainforest […]

Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
  • Advertising

Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists

Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]