How to shape the direction of creative thinking and get the desired result for a company? The right brief can do so, Adrian Goldthorpe, Managing Director of the London office of Lothar Böhm Associates, argues. In this interview to Popsop, Adrian tells about the difference between the Basic and Magic briefs.

Heineken is rolling out its “Friends + Family” (#HKNFF) program that celebrates cultural events with local trendsetters and tastemakers across the USA. The tour, which was initiated in 2013, will be making stops in New York City, Atlanta, Chicago, Washington D.C., Houston and Philadelphia, uniting local residents and cultural influencers in each of the cities.