2017 ANA Thought Leadership Magazine
Article on Scope
"Why the Right Scope of Work is So Important: An Effective Scope of Work Ensures the Right Work Gets Done in the Right Way" In this article, Richard Benyon, CEO of Decideware, discusses how Scopes of Work should be approached using a portfolio approach and viewed as a investment plan working across multiple channels. The result of this? An opportunity for advertisers to work with their agency partners and transform the annual strategic brief into a working plan that ultimately delivers the right work.