Commenting on creative work is like commenting on someone’s baby. You need to be ready for the baby’s parents to by insulted by what you think is constructive criticism. Procter & Gamble developed a ...

It was David Ogilvy who sagely said: “Give me the freedom of a tight brief”; intuitively knowing that creative effectiveness was contingent on a creative brief that was focused, specific, and gave ...

Sustainability isn’t just a marketing directive anymore — it’s a battleground. For the first time, the loaded question of “What is the business case for packaging sustainability?” is very clear. As ...

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 ...

A new report from the Association of National Advertisers finds that over 75% of both agencies (82%) and brands (79%) ranked a “tight brief with clearly defined objectives” as the most important ...

The creative brief has been written by BBH’s chief strategy officer, Will Lion, who stated “this might be the most important brief you ever work on”. The brief asks that the industry create to ...

The traditional advertising creative brief has a history dating back to 1863. That year, President Lincoln was asked to speak at the dedication of the Soldiers National Cemetery in Gettysburg, ...