Hello, I am Pete.

I am a firm believer in the magical power of creativity to transform culture, the human experience, and the businesses that drive our economy. With 21 years working as a Planner in top global advertising agencies I have extensive experience of both being briefed and of briefing others. In that time I’ve seen, and been involved in, the good, the bad, and the ugly of creative briefings.

It is important to state that I am not writing this blog to prove that briefs are more important than creativity. Great creativity is always the end goal not just a nice briefing. However I do believe that as a necessary part of the process it can only help if we can brief well. Hence my intention is to provide advice and inspiration for those seeking to improve the quality of the briefings they are involved in and hopefully help with the quality of the creative work that can emerge.

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