The State of the Creative Brief.
Rather than make predictions for 2023, I choose to draw some conclusions about the status of the creative brief in our industry. I was a
December 30, 2022
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“I don‘t know what I think until I read what I have written.”
Rather than make predictions for 2023, I choose to draw some conclusions about the status of the creative brief in our industry. I was a
When you do as much creative-brief training for brands big and small as I have in the past 17 years, you see trends. I could
(Originally published February 9, 2015) I used to say that before you can write a single word on a creative brief, you need a strategy.
December 9, 2022 (Published originally in June 2012) When was the last time you even saw the word, “deconstruct”? Unless you were an English major
I was in Orlando, Florida, recently doing a couple workshops. I had the good fortune of being able to visit one of the more famous
“We work in the _______ industry and you don’t have a ________ industry creative brief. You don’t know our business.” I hear this only after
Thirty seven years ago, I started my career in the advertising business. I wrote this essay seven years ago and am re-publishing it today because
(I’ll break down the single-minded proposition to its basic elements on The Brief Bros., my video podcast. You can also follow me on Youtube.) Many
