2. Use the right brief for the project I learned this simple lesson at JWT, where we had just one creative brief—which was great for, say, a print campaign for regular clients, such as Citibank. But ...

In advertising, it can be argued that the smoothest path to great creative work begins with an equally great creative brief. But the process of delivering an effective brief is no easy task, if the ...

In advertising, it can be argued that the smoothest path to great creative work begins with an equally great creative brief. But the process of delivering an effective brief is no easy task, if the ...