Why the “one-sentence creative brief” is a false idol.

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. Oh, I’ve read a few comments on LinkedIn promoting a one-sentence creative brief, pleading for such a creature. But has anyone ever actually read one, worked from one or possessed […]

Creatives must contribute to the creative brief before the creative briefing.

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 ANA member a few years ago. It was for a national paint brand. When I asked about their existing process, I was told that marketers, who typically wrote briefs for […]

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