a sense of purpose

There’s a lot written here and there about what makes a good brief. Mostly by planners who, to be fair, spend a fair proportion of their time decoding strategic intentions or retro-strategising tactical ambitions.

But, as I was reminded recently, nothing beats a brief from a brand that has a real sense of purpose or even, dare I say it, a cause. If you want to read about a brand with a compelling sense of purpose, then you could do much worse than look at The One Foundation.

Funnily enough, they write great briefs too.