What is your definition of a good creative brief? If you work in advertising, marketing, PR or social media, and a variety of other fields,

A 3-STEP PRIMER ON IMPROVING BOTH THE CLIENT BRIEF AND THE AGENCY/CLIENT RELATIONSHIP. In April, Adweek ran a story titled, “New ANA Survey Shows the

I’ve read hundreds, perhaps thousands, of creative briefs in my nearly 30 years in the ad business. Certain mistakes always seem to repeat themselves. Follow this

Ideas present themselves when you least expect them. Just recently I was reading the Los Angeles Times and came across an article entitled, “Europe’s little

The second edition of How To Write An Inspired Creative Brief, the book Paul Suggett ranks #1 on his list “10 Advertising Books You Absolutely

In the late 1980s, when I was about three years into my career, I went to work for a business-to-business ad agency that did not

The creative brief may be the domain of the advertising agency, but the power of its inspiration begins with the client, the company doing the advertising.

Writing a creative brief should never be a solo practice. It must be a collaborative process. This is not the same as creative-brief-by-committee, but it