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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.




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Improving mobile creative: Ten tips from behavioral science

This event report provides ten tips for enhancing mobile creative, based on insights from behavioral science.

AI and creativity: Why planners should embrace machine learning

This event report considers the possible impact of machines and artificial intelligence on the creative advertising industry.

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