Start right = finish right: Spending time to get to the right insight will pay dividends in the end. The only thing Cannes winners have in common are great insights to the audience they are trying to change the behavior or perception of. Killer insights = killer briefs: A brief should be the central point to any creative ideation. It gets the client and the agency on the same start point, it gets the creative/technology teams understanding the objectives to be met AND it se