THE FREEDOM OF A TIGHT BRIEF
As we wrap up another business year and look to eventual New Year's resolutions, it seems only appropriate to re-visit one of the most fundamental of strategic documents that marketers require: The Creative Brief. We have written many times in these Dispatches about this subject?yet as we continue to see briefs, week after week in our work, that are imprecise and unfocused, it's hard not to return to the subject again and again. This time we start with the creative agency's perspective: the plea for a "tight brief."
The DISPATCHESTM for December 12, 2010 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: