These next few tips are about practice rather than strategy but they are no less important. WFA study after WFA study has highlighted the failure of our industry to truly master briefing. John Hegarty brought the essence of what we should be aiming for to life when he said: “When Michelangelo was asked to paint the Sistine Chapel, the Pope told him: ‘make them believe’”. And then he painted God on the ceiling in what John called ‘a wonderful piece of media placement’!