Please sign in or register
Existing users sign in here
Having trouble signing in?
Contact Customer Support at
[email protected]
or call+852 3175 1913
May 26, 2022
Why the first brief is wrong and lazy
Because it’s more interesting to criticise someone else’s work than to put in the effort to do the job properly in the first place, says author Dave Trott.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Most Read
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
Related Articles
Jan 26, 2024
A view from Dave Trott: Great account people
Sep 17, 2023
Dave Trott's blog: Ceci N'est Pas Un Advert
.jpg&h=268&w=401&q=100&v=20250320&c=1)
Aug 4, 2023
A view from Dave Trott: When logic is emotion
Just Published
11 hours ago
Agency Report Cards 2024: We grade 25 APAC networks
The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.
The Information
12 hours ago
Agency Report Card 2024: Assembly
Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.
The Information
12 hours ago
Agency Report Card 2024: TBWA
With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.
The Information
12 hours ago
Agency Report Card 2024: Publicis Media
Publicis Media came in swinging in 2024—snagging big-name clients, racking up awards and riding a wave of regional growth. But with rivals regrouping and the AI race tightening, the fight for APAC dominance is far from over.