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A brief should not be a box-ticking exercise. Every component in the brief is interconnected, so it's crucial to understand how they relate when writing a brief. And if you change one component of the brief, it will impact other parts of the brief. Watch BetterBriefs co-founder Matt Davies explain the connection between objectives, target audience and budget to help you create a better brief. Want more? Download the Best Practice Guide on brief writing from betterbriefs.com

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