It can be a source of disdain, mocked for slipshod superficiality. Or it can be a treasure map, prized for its insights. Either way, the creative brief is saddled with significant responsibilities.

A large number of creative briefs stink, and clients shoulder much of the blame. That’s the conclusion of a new ANA whitepaper, “Better Creative Briefs,” completed by the ANA Briefing Task Force that ...

A tight brief with clearly defined objectives is very important to enabling great creative work, according to 82% of clients and 79% of agencies surveyed by the ANA (Association of National ...

Spending hours on market research, competitor analysis, and comparing color palettes to develop a creative brief may sound extraneous, especially for smaller organizations. But although compiling a ...

One of the great challenges is to translate business vision into creative execution. Indeed, many creative marketing projects get underway without a common set of expectations between executive ...

Creative briefs have been the cornerstone of every advertising campaign process. They essentially mean that the creative descriptions are set in stone for agencies by brands and the former has to work ...

A great deal has changed since in the advertising industry since its 'heyday.' Why, then, has the creative briefing process remained the same? 360i chief strategist thinks that the outdated nature of ...

Commenting on creative work is like commenting on someone’s baby. You need to be ready for the baby’s parents to by insulted by what you think is constructive criticism. Procter & Gamble developed a ...

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