209: Why do agencies rewrite the brief?

Henry Gomez and I return with a Nuts 'n Bolts episode.

Today we share with you a paper written in 2010. It's authored by Merry Baskin, a member of the World Advertising Research Center (WARC). And she writes on writing the agency brief.

As Henry points out, this is the topic that triggered a debate between the two of us. The debate that motivated us to launch The Brief Bros.

Baskin's paper may be 15 years old, but the topic is as relevant today as ever.