Before a single concept goes on the wall, we fill in the same twenty-point brief. It is not glamorous and it has saved more campaigns than any award we have won.

The brief covers the obvious: audience, objective, budget, channels, timing, mandatories. It also covers the things that quietly sink a campaign, like who has final approval, what a win actually looks like in numbers, and what the brand must never say.

Half the questions have nothing to do with creative. That is deliberate. A campaign rarely fails because the idea was weak. It fails because the brief was.

The full brief is available on request. Bring your product and a number you want to move, and we will fill it in with you.