8. Target audience.

Why do brief writers want to cast their net so wide when figuring out who the customer is for their brand? It's a natural inclination, but as Henry Gomez says, "It's rife with chaos." Watch Henry and Howard Ibach on The Brief Bros. as they discuss strategies for avoiding the biggest mistakes creative brief writers make when answering the question, "Who are we talking to?" on briefs. Creative Review: Sketchers "To The Max" Super Bowl TV spot. Agency: Sketchers in-house.