"What is it that makes you as the brief writer, what bit of yourself do you put into? Because otherwise it's just a flat piece of paper that could have been written by a robot." – Tim Hughes the Brief Doctor In this episode in our the Revthinking podcast, Tim Hughes, the Brief Doctor discusses the rising importance of this little-understood thing known in our industry as “the creative brief.” As well as tackle questions like “When a creative brief is rescued from mediocrity, what is now possible?”