197: Ed Tsue—the brief is dead!

Ed Tsue, Global CSO at Media Futures Group, a respected and admired strategist in our industry, tells us that the Creative Brief is Dead. Today on The Brief Bros., he defends and expands on his position, first posited in his Medium newsletter a year ago. And thanks to last week's guest Ed Cotton, who reposted Ed Tsue's musings on his blog, Provoke, we found it. And then decided to bring Ed Tsue on to talk about it. It's a lively but never heated discussion, with more than a little push-back from both sides. And I think it's safe to say, both Ed and I learned a few things from each other. Sadly, my buddy Henry Gomez was traveling for work and couldn't join us. Reminder: For a 90-minute live webinar on writing the single-minded proposition contact Howard Ibach at creativebriefworkshops.com.