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 ...

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 ...

Chris is the CMO of FlexMR, a hybrid research agency & tech firm that empowers brands with agile insight. He also hosts the MRX Lab podcast. Work long enough in marketing, communications or the ...

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 ...

GetHookd has released a new guide breaking down both marketing and creative briefs in direct support of marketing managers navigating the handoff between strategic planning and creative execution. The ...

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 ...

A large number of creative briefs stink, and clients shoulder much of the blame. That’s the conclusion of a new ANA whitepaper, “Better Creative Briefs,” completed by the ANA Briefing Task Force that ...

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 ...