KEEPING THE BRIEF BRIEF
Working with so many clients across a number of industries, we find that a few themes come up time and again among them all. One of these is the Creative Brief—more specifically, how to craft a really good one. And within this need are two sub-themes: finding the essential content for a brief; and finding the best-practice process to craft that brief. This week we take a look at some of the process pitfalls that many clients and their agency teammates encounter which get in the way of developing a really good, tight, productive creative brief.