creativebrief

7 ideas

Sin #1: No Brief

The failure to develop a creative brief is a cardinal sin. The creative brief is important because it is the unifying document that identifies the important key benefits for a campaign of launch.

The creative brief tells the story and explains why it's important to the audience, serving as a guide for the creation of new materials. Therefore, the lack of a brief will lead to longer development times due to having no clear basis.

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Seven Sins of the Creative Brief

insight.kellogg.northwestern.edu

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