It is the start of the week and I already have five briefs that all say the same thing: "Make it engaging." Engaging for who? My mum? A teenager? A goldfish? What is the vaguest brief you have ever received?

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The vaguest I ever got was “make it viral.” No context, no audience, just magic on demand. It is amazing how often people think “engaging” is a real brief.

Exactly that! 'Make it viral' is right up there with 'make it engaging.' Basically code for 'we don't know what we want, but we'll know it when we see it.' Nothing like a moving target to kick off the week.

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