Great advertising doesn't come out of the blue, bad advertising does. Great advertising starts with strategically-constructed inspiration, usually in the form of a single-page document known as the ...

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 ...

Spending hours on market research, competitor analysis, and comparing color palettes to develop a creative brief may sound extraneous, especially for smaller organizations. But although compiling a ...

Does it sometimes feel like your writers, graphic designers, and video folks, and/or your creative agency, are not on the same page—and so the performance of your content suffers? If so, it's probably ...

Proposes five principles for writing successful creative briefs: 1) find out what everybody else is doing in your marketplace, and then do something different; 2) forget the logical proposition and ...

This piece is in keeping with our commitment to helping compliance to the standard professional practice of brands management and advertising, by bringing to notice, those basic and functional ...