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 part of the business process.
My title contains one basic assumption: writing a brief may not be the best way to get what you need. There are, however, two other assumptions, leading to the questions:
- Do you really need creativity?
- How does writing a brief help?
Only then can...