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 ...

It was David Ogilvy who sagely said: “Give me the freedom of a tight brief”; intuitively knowing that creative effectiveness was contingent on a creative brief that was focused, specific, and gave ...

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 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 ...

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 ...

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 ...

New platform e!Creative, under ElloWorks at Talenthouse, has established itself as a source of work for Ukrainian creatives and made a call for briefs from agencies and brand partners. The hub was ...