The Brief Bros. is a video podcast about creative briefs, briefing and advertising. It’s hosted by Howard Ibach, former copywriter and creative director and author of two books on the creative brief, and Henry Gomez, an ad agency strategist with 27 years of experience.
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The Brief Bros. is a video podcast about creative briefs, briefing and advertising. It’s hosted by Howard Ibach, former copywriter and creative director and author of two books on the creative brief, and Henry Gomez, an ad agency strategist with 27 years of experience.
Part Two of The Brief Bros.'s Lightning Round, inspired by my buddy Giles Edwards, who puts his podcast guests through a series of five or six quick-answer questions.
So we ask, Which is more important on a brief, the insight or the SMP?
Henry Gomez tackles Insight, and I give you my best thinking on the Single-Minded Proposition.
Now don't be fooled into thinking one part of the brief is actually more important than the other. Both play their roles.
Thanks to Giles's inspiration, Henry and I use the Lightning Round scenario to make our case for each question.
Why? To help brief writers think clearer and clearly when they write their next brief.
It's a fun concept and we'll be back with more Lightning Rounds. So enjoy this one.
The Brief Bros.
The Brief Bros. is a video podcast about creative briefs, briefing and advertising. It’s hosted by Howard Ibach, former copywriter and creative director and author of two books on the creative brief, and Henry Gomez, an ad agency strategist with 27 years of experience.
