4. Why do we need a single-minded proposition?

For many creatives, the Single-Minded Proposition (SMP) is the first thing they look at when they receive a new creative brief. If it's brilliant and inspiring, creatives are happy. If not, and they'll complain. The Brief Brothers take a step back and ask, "Is this sentence or phrase necessary? If so, why?" Hosts Howard Ibach and Henry Gomez engage in a lively discussion. Creative Review: Amazon Christmas television spot. Agency: Lucky Generals.