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This Topic Page offers short cuts to case studies, articles and videos on creating the brief - the summary of the brand challenge and communications strategy for the creative team. Click on the View All links to browse and search within papers showing how a good brief is of particular importance to the success of a campaign.
The Economist UK 2009 - Tightrope
A client creates a revolutionary "beach-combing" brief
A step-by-step guide to briefing agencies
Practical tips, examples and recommended reading
Our best material on creating and leveraging insight