Creating ads: Briefing creatives

 

At first glance, an ad campaign and a homicide investigation share little in common. In this article, however, Rory Sutherland shows how the strategies used in the first 48 hours of a murder investiga ...

Anne Benvenuto, executive vice president of strategic services at R/GA, argues that planners need to change the way they and their agencies work. Firstly they need to look at more than merely creating ...

Chris Peterson, founder of Chautauqua Communications, argues that clients no longer need conventional agency creative departments and disciplines. The advent of the pro-active, internet-smart consumer ...

This best practice piece on briefing agencies covers the rise in importance of the account planner and the belief that agencies do not trust clients to provide a fully crafted creative brief. It cover ...

Proposes five principles for writing successful creative briefs: 1) find out what everybody else is doing in your marketplace, and then do something different; 2) forget the logical proposition and fi ...

Review of 'Excellence in Advertising', edited Leslie Butterfield, Butterfield Heinemann 1997. A collection of papers full of good advice, especially for agencies and account handlers.

Puts forward a number of down-to-earth suggestions for ensuring not only that a creative brief is right, i.e. consumer-relevant, but also that it is effectively translated into media plans and creativ ...