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 ...

Forbes contributors publish independent expert analyses and insights. I am an advertising veteran and current CEO of Ideasicle.com. Every advertising agency has its own take on the "creative brief," ...

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 ...

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 ...

The high-quality brief is one of the hallmarks of a great creative ad agency. Writing one is no run-of-the-mill task and shouldn’t underestimated. If you’re an account person or and up and coming ...

Great advertising doesn't come out of the blue, bad advertising does. Great advertising starts with strategically-constructed inspiration, usually in the form of a single-page document known as the ...

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 ...