A creative brief is like a road map. A good brief leads to imaginative and persuasive ads. And gets you there quickly.
A bad brief starts you off in the wrong direction. So you have to stop, figure out where the heck you’re going, and start again. Or worse, you follow that brief to a town called Bad Adsville.
Most briefs are simply a list of questions. Is that really enough?
Want some new, better fitting briefs?….
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