The issues with briefs and how to make them better
A collection of ideas from BetterBriefs in partnership with Tom Fishburne and the IPA featuring contributions from top marketing thinkers
What matters is a clear hierarchy of manageable number of focused and related objectives
Peter FieldFellow of the Institute of Practitioners in Advertising
Peter Field and Wiemer Snijders share their thinking on objective setting in this article for Mi3 featuring the launch of the Compendium.