russell davies speaking at the 4 a's account planning conf.

what a revolutionary but deadly obvious idea by russell...doing strategy and execution at the same time.

although i love the idea of presenting many ideas in a brief to capture the complexity and nuances of a brand, how the hell do you capture it in a typical brief. i guess you don't create a typical page brief. a perfect example is the honda pitch brief....it was a book called "welcome to optimism" with quotes, pictures, poems.....anything that w+k felt the honda brand stood for. it had soul. it had guts. it had a heart. these are things your typical one page brief can never capture. thanks for this russell.

i love the idea of embracing complexity.