Great advertising starts with strategically-constructed inspiration, usually in the form of a single-page document known as the "creative brief." The creative brief is designed to inspire only, only, only creative people. The creative brief needs to be written in a way that will hold the attention of creative people. A music analogy: the creative brief creates the tension of a C7 chord and let's the creative team resolve to the F Major. I hope at least some of the above inspires you to write the next great creative brief.

Source: Forbes June 06, 2018 16:07 UTC