“I don‘t know what I think until I read what I have written.”
Think you can do this? Try it. It’s much harder than you imagine. This exercise is inspired by a line credited to Albert Einstein, who
Who writes a one-sentence creative brief? More to the point, who wants a one-sentence creative brief? I don’t. I doubt creatives want one. Not truly.
The creative brief writer’s bane. You’re just about to send the creative team off to begin the project, or you’re about to send your brief
As we are about to add another year to the calendar, it’s time to remind brief writers about the importance of subtraction. The creative brief,
I posted one of the billboards from this campaign by Rethink Canada last week on LinkedIn and asked the question, “Do you know the brand?”
Well duh. But you’d be surprised how often this seemingly obvious piece of advice is never followed. I remember a workshop I delivered to an
No one wants to write a bad single-minded proposition. I get it. There’s a ton of pressure on you to not just write the damn
The creative brief is old school. The creative brief is dead. The creative brief inhibits creativity. The creative brief does not guarantee good creative. (This
