Think you know what a creative brief is? Allow me to surprise you.

What’s your definition of a creative brief? If you say it’s a road map for your creative team about your product, not bad. If you call it your brand’s North Star, I’d say good answer. But I want you to think differently about the brief. Here’s a twist I’d like you to consider: A creative […]

The creative brief is about subtraction not addition.

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, by design, by definition, is about strategic reduction. It is about stripping away excesses to arrive at the ideal essence of your brand. Antoine de Saint-Exupery, author of The Little Prince, […]

Who writes the best creative briefs?

If you want the best work possible from you creative partners, learn to speak their language. That language is on display in a well-written creative brief. Produce a creative brief even half as well done as the best creative briefs that agencies write, and I promise you’ll inspire your creative partners to respond in kind.

Who is the real culprit behind bad creative briefs?

The people who screw up the creative brief are not likely to read this essay. That’s too bad. They need a serious talking to. The thing is, I don’t know who they are by name, but I do know their identities by title or role within a client’s organization. Notice I don’t mention ad agencies. While […]

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