Hear from Sajal Kohli, Senior Partner and Head of Retail & CPG practices at McKinsey on lessons other markets can learn from retail reopening in APAC, the future role of stores, and advice he’s giving his clients on how to be ready for the future of retail.
A Creator Brief Should Make the Next Decision Easier
A creator campaign brief should tell a team what it needs to learn before it spends the next part of its budget. That sounds straightforward. Yet a list of videos, posting dates and preferred formats can leave the most consequential question unanswered: what decision will this work help us make?
