Historically: brief -> big idea -> tv, print, radio, digital, social.
Reality: b rief -> big TV idea -> tv execution, print extension, radio ext., digital ext., social "stuff"
To start
with premise that every idea is a TV idea is wrong. Suggests new model:
Consumer insights -> brief -> channel platform agnostic ideas, every channel included -> tv execution, print ext., radio
extension, digital ext. Execute based on skill set.