Here’s the lie we keep telling ourselves in advertising.

If the idea is good enough, they’ll find the money.

They never find the money. When receiving a brief, always ensure they tell you the budget.

They can’t demand extra work, without an extra budget.

The key is to work out where you’re trying to go,

I remember receiving that first brief from Nestle.

All of the information was completely overwhelming to me.

I felt exactly like the car in the meme. For the first half of my career.

I didn't have a process for responding to a client briefing.

But I eventually figured out a way to save time and keep a clear head.

The strategy on a page has got to be one of my favourite frameworks to date.

It’s my number one love of a document.

This is your guiding policy that explains what we're trying to do with the campaign. This document is often the endpoint.

It’s also the most important document.

It helps everyone stay on the same page, even the accountant can read it.

Chills, literal chills.

If you're tired of using your frameworks, don't worry.

Let my frameworks breathe new life into your strategy. Here are my five frameworks you can use:

🏴 Comms Framework - The Barrier (Problem), Comms Task (Solution), Channel (Location) Creative Development Process Framework

🏴GWTB - The GET/WHO/TO/BY Brief Process