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 ...

Great advertising doesn't come out of the blue, bad advertising does. Great advertising starts with strategically-constructed inspiration, usually in the form of a single-page document known as the ...

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 ...

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 ...

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 ...

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 ...

The traditional advertising creative brief has a history dating back to 1863. That year, President Lincoln was asked to speak at the dedication of the Soldiers National Cemetery in Gettysburg, ...

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 Why, then, has the creative briefing process remained the same? 360i chief strategist thinks that the outdated nature of ...

There?s one thing the average account executive dreads more than dealing with creative people: dealing with creative briefs. The usual reaction to a creative brief is ?what rubbish is this!? and the ...

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