Creative briefs: some thoughts from an Account Executive


No other subject (apart from increments, perhaps) generates as much heat in an advertising agency as the Creative Brief. While the brief as we know it has been around for decades now, there is rarely an occasion where an agency team feels that the brief process is working. The creative team invariably cribs about the quality of brief, irrespective of the format. In large agencies where the...

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Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

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