Spending time and money questioning the brief means better defined objectives – and subsequently stronger execution and fewer marketplace regrets, writes Jan Gooding.

The wrong-headed belief that it is the brand, not the company, that must be ‘purposeful’ is leading to some very odd advertising.

Kicking off her new monthly column for Mediatel Newsline, Jan Gooding looks at ways the pitching process can be changed to the benefit of both clients and agencies.