How to write a creative agency brief

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

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Why do agencies find it necessary to rewrite the client communications brief, transcribe it into their own formats and fill out their little boxes with their special headings before heading into creative development?

Is it about control? Is it because client briefs are notoriously inadequate? Is it because clients don't know how to inspire creative agencies? Agencies certainly train their people to question everything in the client brief, not to take anything at face value and to keep asking 'why?' like...

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