September 19, 2006

"Food for thought"

"By definition, a good creative brief contains a bold hypothesis. To generate hypotheses you need to speculate: you need to progress from the known to the unknown." -- Jeremy Bullmore, WPP
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1 comment:

Anonymous said...

wouldnt that be from the unknown to the known...from hyptothesis to reality...and then proceed to the unknown...as in whether the creative is a success?

6:49 pm

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