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The Brief Bros.

Howard Ibach (left) is a former copywriter and creative director with 26 years of ad agency experience, and the author of two critically acclaimed graphic textbooks on creative briefs.

Henry Gomez (right) is VP/Director of Strategy at Zubi Advertising in Miami, a renowned Hispanic marketing agency, with 27 years of experience.

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Howard Ibach and Henry Gomez break down the key ingredients that all single-minded propositions are made of to explore how to write this devilishly difficult sentence in this week's episode of The Brief Bros. The Creative Review looks at a short film by Area 23 and Roof Studio for Insmed's Nontuberculous Mycobacterial (NTM) treatment.

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7. Ingredients of a brilliant single-minded proposition.

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