E28: Do we still need the creative brief?

Airs July 21, 2021

Six months into our video podcast, The Brief Bros., Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://howardibach.com) ask: What have we learned? Do we still need a creative brief? Reviewing comments from our guests and our own lively conversations since January, we have some thoughts that may surprise you. Our Creative Review does a look-back of its own. We review a classic Leo Burnett spot for Malboro Cigarettes. In our discussion, we refer to a letter written by Leo Burnett (https://henrylouisgomezdotcom.files.wordpress.com/2021/07/tobaccopapersburnettlettertophilipmorris1955.pdf), another classic worth reading. Also, a documentary by Google called Project Re-Brief: A Film About Re-Imagining Advertising: https://www.youtube.com/watch?v=cvDoGt1tJy8.

Verified by MonsterInsights