A creative brief is like a road map. A good brief leads to imaginative and persuasive ads. And gets you there quickly. A bad brief starts you off in the wrong direction. So you have to stop, figure ...
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 ...
Want to make your ads more effective? Project a stronger brand personality? A well-written creative brief is the road map that will lead the way. Here's how. 1. Write it down, right from the start ...
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