A favorite quote from one of
yesteryear's great ad agency creative heads, Al Hampel, goes something like
this: "The fastest animal on the planet is not the cheetah. No, it's the
creative person running away at full speed from an imprecise, unclear Creative
Brief." It's often sad but true that, despite the importance of a
"tight Creative Brief" to a brand's business (namely, toward the
development of some blockbuster campaign ideas), most marketers settle for briefs
that are burdened by barriers. This week we urge marketers and their agency
colleagues everywhere to break away from the Great Barrier Brief.
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