If you work in marketing, you know that an event without a plan is just a really expensive party. Experiential marketing no longer rewards spectacle for spectacle’s sake. Brands aren’t just competing ...

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, ...

To continue reading this content, please enable JavaScript in your browser settings and refresh this page. Preview this article 1 min Here's why a creative brief is ...

I’ve been doing a lot of work with creative briefs lately. In some cases, clients provide them to my creative team before we begin work; other times, I put them together for my team based on what I ...

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 ...

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 ...

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 ...