E2: What is the role of collaboration when you write a brief?

Airs January 20, 2021

In many ad agencies, the creative brief is written by the strategist. In many in-house ad agencies, there is no strategist. In this situation, who should write the creative brief? Howard Ibach and Henry Gomez, hosts of The Brief Brothers, debate the role of collaboration when writing a creative brief. Read “Briefing an Agency best practice guide” by the IPA https://ipa.co.uk/knowledge/documents/briefing-an-agency-best-practice-guide. Creative Review: A new spot for Mont Blanc featuring Spike Lee. Agency: Wieden + Kennedy Amsterdam.

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