Practical writing on creative briefing, agency process and data protection.
Most briefing problems are not writing problems. They are decision problems that surface as revision rounds. Here is where briefs break, and what to do instead.
What belongs in each section of a creative brief, what to leave out, and the questions to ask when a section is hard to fill.
Personal data hides in more agency documents than most teams realise. A practical, non-legal guide to the parts of GDPR that touch briefing, research and client data.
Swiss, Belgian and pan-European teams brief across languages every day. The failures are consistent — and mostly preventable at brief stage.