A large number of creative briefs stink, and clients shoulder much of the blame. That’s the conclusion of a new ANA whitepaper, “Better Creative Briefs,” completed by the ANA Briefing Task Force that ...

Commenting on creative work is like commenting on someone’s baby. You need to be ready for the baby’s parents to by insulted by what you think is constructive criticism. Procter & Gamble developed a ...

The traditional advertising creative brief has a history dating back to 1863. That year, President Lincoln was asked to speak at the dedication of the Soldiers National Cemetery in Gettysburg, ...

Sustainability isn’t just a marketing directive anymore — it’s a battleground. For the first time, the loaded question of “What is the business case for packaging sustainability?” is very clear. As ...

It was David Ogilvy who sagely said: “Give me the freedom of a tight brief”; intuitively knowing that creative effectiveness was contingent on a creative brief that was focused, specific, and gave ...

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 ...

As anyone who reads my posts here at Forbes knows about me, I am wary of brands who take sides on political, social or on otherwise polarizing issues. Not because I am for or against those issues, ...

Developing a Creative Brief is a bit like throwing a perfectly aimed stone, right into the centre of a lake. Video and Animation content is essential when bringing websites and social media to life, ...

The creative brief has been written by BBH’s chief strategy officer, Will Lion, who stated “this might be the most important brief you ever work on”. The brief asks that the industry create to ...