90. This nebulous thing called ”strategy.”

What comes before the creative brief? Strategy. And what, exactly, is strategy? Good question. The answer is debatable. Henry Gomez and I usually talk about the elements of a creative brief. It’s a document that comes after the strategy has been articulated. All too often, the brief is written without a clear strategy, or any strategy at all. That’s what we talk about in today’s episode. I doubt we’ve cracked this nut for all time, but we’ve added our thoughts in the hope of bringing some clarity to a foggy problem.