Simon Veksner: Of course you can crack any brief. But what if there’s two?

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beau2.jpgBy Simon Veksner, Head of Ideas, Naked Communications

Sometimes, the agency brief is not the only brief. Sometimes, the client writes their own brief first. And then the agency writes a brief based on that (called a ‘reverse brief’).

This system, quite frankly, sucks balls.

Because when you have two briefs, the potential for confusion is immense.