22. Lance Saunders on why the briefing is as important as the brief itself.

In a special "extra" episode of The Brief Bros. with former DDB president and COO Lance Saunders (see E20 for complete first discussion), hosts Henry Gomez and Howard Ibach address the topic of The Briefing. Often overlooked or given second-class status, The Briefing deserves closer inspection and more attention. As Lance argues, it should be the most well-attended meeting in an agency or client. If it isn't, something is seriously amiss.

Creative review: Two post-Covid spots by two different brands, Extra Gum ("For When It's Time," agency: Energy BBDO UK) and Uber ("Your Uber Awaits"), agency: Mother.