Memo to marketers: How to write a great creative brief

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

How can a marketer write a brief that, at once, helps its agency drive productivity and also reduces cost?

For Debra Giampoli, co-founder/partner at Chicago-based Stone Soup Consultants LLC, it’s a deliberate process that begins on the client-side of the partnership.

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