The campaigns improved. The targets were hit. The business was worse off. Someti
By Simon Ellicott · October 16, 2026 · Curated by George's Blog
The campaigns improved. The targets were hit. The business was worse off.
Sometimes the brief is the problem.
In the latest Amazon Agency Brief, Ant Finch and Sabyasachi Mukherjee explore why an agency’s most valuable contribution can be challenging the work before it starts.
A conversation I’m having increasingly with agency owners through ELEVATE.
When did your agency last change the brief?