A creative brief is like a road map ... Most briefs are simply a list of questions. The people writing the brief answer the questions based information about the ad or the campaign to be constructed.

About seven years ago, Leslie Butterfield asked me to give a talk at an IPA course on the subject of writing creative briefs. I hadn't really thought about this process before the invitation, because ...

Why do agencies find it necessary to rewrite the client communications brief, transcribe it into their own formats and fill out their little boxes with their special headings before heading into ...

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