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 ...

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 ...

If you want to understand the gap between creativity and data science in marketing, look no further than the creative brief. A good creative brief is two things: creative and brief. It’s the art of ...

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 ...