The creative brief should be two things:

creative and brief.

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Call it antiquated, but I f*cking love a good ol’ fashioned creative brief. The creative brief is not only strategy in its purest form, but whittling down countless CI decks, competitive audits, and random client input into one clear, concise, cohesive, and inspiring narrative is more of a superpower than most are willing to give strategists credit for.

 

Here are a few that I’m proud of: