No Rules.

The brief, as we have explored at length throughout this journal, is supposed to be a tool of clarity. A document that compresses complex strategic thinking into a form that makes creative work possible — focused, actionable, honest. The brief that does this well is...

There's a mythology around creative work that the industry perpetuates, knowingly or not, from the very beginning. The mythology goes something like this: if you love what you do, you'll never work a day in your life. Creative people are driven by passion, not by...

There is a budgeting philosophy that dominates marketing departments across industries, company sizes, and geographies, and it goes something like this: take what you spent last year, adjust it slightly for inflation if someone remembers to, and call that the plan....