When beginning an advertising campaign, start by putting together a comprehensive creative brief. An effective creative brief describes all aspects of the project: background, objectives, research, ...

Does it sometimes feel like your writers, graphic designers, and video folks, and/or your creative agency, are not on the same page—and so the performance of your content suffers? If so, it's probably ...

A creative brief is like a road map. A good brief leads to imaginative and persuasive ads. And gets you there quickly. A bad brief starts you off in the wrong direction. So you have to stop, figure ...

A new report from the Association of National Advertisers finds that over 75% of both agencies (82%) and brands (79%) ranked a “tight brief with clearly defined objectives” as the most important ...

It can be a source of disdain, mocked for slipshod superficiality. Or it can be a treasure map, prized for its insights. Either way, the creative brief is saddled with significant responsibilities.