Thanks to relatively new research in the effectiveness of advertising, which pits fact-based information messages against emotion-based non-propositional messages, I see a unique opportunity to strengthen

When I worked for Team One Advertising back in the late 1990s, I learned something fascinating about the material created by a group devoted exclusively

There’s never time to do it right, but there’s always time to do it over. Imagine that I hand you two identical boxes that contain identical

It never made any sense to me that an account planner or account management executive would write a creative brief on his or her own.

Typically, a creative brief is a document that advertisers and ad agencies use for a specific purpose. It has a set of questions whose answers guide

The single-minded proposition is like a magnet: When you brief your creative team, it’s the first thing that draws their attention. They go right to

The best way to fix a bad brief is to not write one in the first place. But stuff happens. Your first draft may be

A question I hear often is, “How do I know if I’m including enough information for the creative team?” It’s the wrong question. I’d prefer