E49: How to avoid the 11th hour veto of the creative brief.

Airs January 12, 2022

Anyone in the advertising business knows about this inevitable situation: Your brief has been handed off to your creative partner, and then the key stakeholder on the client side finds a reason to object to the brief. The project comes to a standstill. The brief must be reviewed or re-written.

How do you avoid this dreaded moment?

Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://howardibach.com) offer valuable tips on what brief writers can do to prevent the 11th hour creative brief veto.

Creative Review: New print from Milk Bone.

Verified by MonsterInsights