What is 'Briefing Matters'?

Apart from underwear, which we all must wear, the brief is also an important accessory around which great advertising is built. It is the starting point for all great advertising campaigns. It is also the one thing, apart from lack of enough sex, that creative people love to kvetch endlessly about - and for good reason. Because without a good brief, there can be no great creative. Briefly speaking, how to get good creative is what this blog will be about.