“I don‘t know what I think until I read what I have written.”
Follow my podcast—The Brief Bros.—on Youtube. My partner Henry Gomez and I talk about creative briefs, briefing and advertising. I argue in my creative brief
Howard Ibach’s new graphic textbook, How To Write A Single-Minded Proposition, is available in May. Already it has received critical raves from advertising and marketing professionals everywhere. He is also the author of the critically acclaimed text, How To Write An Inspired Creative Brief 2nd edition.
From How To Write An Inspired Creative Brief 2nd ed. The creative brief was designed to foster a common vocabulary, to define terms, avoid confusion,
I am both an adjunct college English instructor and a faculty member of the Association of National Advertisers’ School of Marketing. The first is about
The following is from the Introduction of the forthcoming book, How To Write A Killer Single-Minded Proposition. “You need a whole book to explain how to
The seven “Cs” for writing great creative briefs.
After years of preaching that the creative brief is about the content, not the template, I’m about to commit heresy. I’ve changed my mind. But
The people who screw up the creative brief are not likely to read this essay. That’s too bad. They need a serious talking to. The thing
