Thoughts on the Creative Brief

August 2015
“If you accept that today an advertiser’s job is to invite participation, build community, inspire sharing and even provide useful content and experiences that solve problems for a customer, you’re probably making a lot more than messages. In which case you need a different kind of brief. You need a brief that is less prescriptive and more likely to inspire exploration and discovery that leads to an experience. A better brief might frame what an advertiser wants to do or make happen rather than what it needs to say.” Written for students, but useful for anyone thinking about what you might want to accomplish with a brief.