Every good campaign starts with a page or two of clear thinking. Before the headlines, the visuals, the video scripts and the media plan, someone has to say what the work is for, who it is meant to reach, and what should happen when they see it. That page is the creative brief, and it has an outsized effect on everything that follows. If you have ever received creative work that looked polished but missed the point, the cause was often upstream. The brief was vague, crowded with goals, or…
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