A good creative brief is one of the most powerful tools that any marketer has. It clarifies expectations, saves time and helps creative professionals produce work that not only looks and sounds ...

Spending hours on market research, competitor analysis, and comparing color palettes to develop a creative brief may sound extraneous, especially for smaller organizations. But although compiling a ...

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 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 ...