Are you a print subscriber? Activate your account. By Ad Age Staff - 2 hours 11 min ago By Ad Age and Creativity Staff - 2 hours 28 min ago By Jack Neff - 3 hours 14 min ago 4 hours 25 min ago 6 hours ...

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 ...

It can be a source of disdain, mocked for slipshod superficiality. Or it can be a treasure map, prized for its insights. Either way, the creative brief is saddled with significant responsibilities.

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 ...

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A tight brief with clearly defined objectives is very important to enabling great creative work, according to 82% of clients and 79% of agencies surveyed by the ANA (Association of National ...

WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here. Every week we’ll guide you around the ...