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 ...

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 ...

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 ...

In this brave new advertising world, brands are built under ever-changing circumstances; every client needs a true business partner, and agencies need to be able to address challenges with creative ...

Developing a Creative Brief is a bit like throwing a perfectly aimed stone, right into the centre of a lake. Video and Animation content is essential when bringing websites and social media to life, ...

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 ...