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

1 comment:

qualification 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?