One of the biggest challenges for public sector and non-profit marketers is how to brief an advertising agency or a marketing and/or communications supplier. How well you brief determines what you get back. The communications or marketing supplier is only as good as the briefing they get from you the client.
Do all great marketing and communication campaigns come from great briefs? No. But the chances of getting good if not great work are increased significantly by a proper briefing into [...]
In the USA, the American Dream is the promise to have it all and enjoy it all. It’s been glorified and sentimentalized as a utopian goal not just by the media and Hollywood stars, but also by businesses and politicians.
In addition, real estate agents, car sales people and vendors of luxury items have used the American dream in their pitch for many years.
Today, the American Dream is more of a marketing concept, whereby marketers and politicians have convinced people [...]