The Worst Brief I Ever Got.
When my old partner Rob and I tell war stories, this one always comes up. The World's Worst Brief (WWB).
We had to tell accountants that Honda Lease is cheaper because... two pages of technical information about depreciation and lease pricing.
This much was clear: it wouldn't all fit it in a print ad and the client was about to waste his money buying premium motoring magazine space.
Instead we gave him a PowerPoint presentation.
Then we directed the media budget to cheap and hyper-targeted ads in accounting and acquisition industry press.
Just download and customise our presentation, then use it to sell your boss on the merits of Honda Lease.
It worked ridiculously hard.