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 ...

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 ...

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 ...

A creative brief is like a road map. A good brief leads to imaginative and persuasive ads. And gets you there quickly. A bad brief starts you off in the wrong direction. So you have to stop, figure ...

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 ...

None of the four Japanese sprinters had a personal best time of less than 10 seconds, and yet they beat the United States into third place. Individually, the Japanese were weaker than the Americans on ...

Creating a quality piece of content is hard work. Depending on the size of your team, it may involve dozens of hours and several stakeholders. How can you simplify this process and keep everyone on ...

Can you say in just a few words what’s most important to you? Do you know what you really want most from your work and your relationships? Brand strategist Bonnie Wan, who worked on the iconic “Got ...

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.