How to Write an Inspiring Creative Brief

Discusses, from a creative's point of view, how a creative brief should be written. Opens by arguing two questions: why creativity is needed at all, and why a written brief is important.

How to Write an Inspiring Creative Brief

David Barker

This article looks at one aspect of advertising creativity: the brief. Coming from a company with a broad view of creativity, I find that practically all the insights and rules important for briefing creativity in advertising seem valid for any other

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