How to prevent the 11th hour veto.

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 to the ad agency, when you get a call or an email. Stop. The brief needs work. Signed, your boss. What happened? Here are some pointers to smooth the way, […]

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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