In an earlier post, I quoted John Hegarty on the subject of the brief as the first ad for a new project in the form

(A tip of my hat to my old friend Frank Quadflieg, EVP/Creative Growth Catalyst, at Bolin Marketing for inspiring this post.) The popular understanding of

I got an email from a colleague last week with a link to examples of creative briefs from agencies all over the world. An amazing

Here's a revealing story from Jon Steel's Truth, Lies and Advertising: The Art of Account Planning.  One of the pleasures of living in San Francisco

"What are the communication objectives?" I've seen this question asked in a variety of ways, including "What do we need to do?", "What are we

To aid you in crystallizing your task as someone who writes the creative brief—whether you are the advertiser initiating the project with your in-house creative

This is a personal rant. Whenever I'm part of a project where the creatives are handed some documents at a background meeting and it's called

Back in the days before digital cameras, photography buffs used a thing called 35mm film. Anyone remember it? It came on a small roll and