GetHookd has released a new guide breaking down both marketing and creative briefs in direct support of marketing ...

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 ...

If you want to know why too much B2B work is forgettable, don’t start with the creative. Start with the brief. The B2B creative brief has quietly become one of the biggest barriers to great work in ...

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, ...

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 ...