Advertising Age Article Abstract
What Are You Packing Into Your (Creative) Briefs?
Your Creatives Want Clear, Tightly Written Objectives
Too often, the creative brief is joylessly "filled out" as if it were the worksheet to an IRS 1040 Schedule C. Values are plugged into fields. Facts substituted for insights. Data dumped in a hierarchical, unfiltered lump. Believe it or not, your creatives want the freedom of a tightly written brief. They're looking to you for inspiration. Man up. Make them care. ...