This is the best creative brief format.
It works great for both campaign-level and tactical briefs.
Its simplicity helps for clear thinking.
Tactical briefs can be connected with just a simple ‘where’ statement.
Creative briefs have to be simple or wonderful, but nothing in-between.
Think of strong briefs like a tightrope walk.
They can be simple and to the point, or really creative.
But boring and middle-of-the-road just won't cut it.
It works great for both campaign-level and tactical briefs.
Its simplicity helps for clear thinking.
Tactical briefs can be connected with just a simple ‘where’ statement.
Creative briefs have to be simple or wonderful, but nothing in-between.
Think of strong briefs like a tightrope walk.
They can be simple and to the point, or really creative.
But boring and middle-of-the-road just won't cut it.
