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Key reading

British Airways Club World

How to write a creative agency brief

This Best Practice paper offers a comprehensive guide to briefing creative teams. The creative agency briefing period, it argues, is the pivotal stage when an agency starts to add value. Distilling the communications strategy into a brief is an art, it adds: the brief should always be concise, clear, consistent and creative.
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Creative work sessions

Best Practice paper on how agencies can encourage clients to engage in the creative process earlier.

Mythbuster: Is it ownable?

Les Binet and Sarah Carter on creating a distinctive and consistent brand voice.

Mythbuster: Creativity is about ideas

Binet and Carter discuss why things don't have to be new to be creative.

10 top tips for copywriting

How to improve copywriting – above all, by enjoying it.

Latest articles

Hitting the right note: How music's multi-layered effect drives brand recognition and enhances engagement with advertising

This article considers recent research into music in advertising that made use of both the explicit and implicit responses of participants to a series of radio adverts.

Exploring the use of visuals in the delivery of research data

This paper shares findings from a study into the impact of visual representations on data delivery in market research.

Advertising in context: Make real-time the right time

This article argues that, rather than prioritising between technology and creativity, the key to success is in developing creative big ideas that are true to the brand, and using data and technology-driven approaches to execute them in the right context.

Target taps consumer data to drive brand "generosity"

This event report addresses attempts by Target, the retailer, to engage consumers using brand "generosity" – a strategy based on providing immersive experiences rather than traditional marketing communications.

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