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How To Write An Inspired Creative Brief
by Howard Ibach

In my 35 years in the advertising industry I have seen a lot of creative briefs but this is the first time I have had the pleasure of sitting down with someone and acutely hashing it out. I find out fresh insights into the document and also chat about why business people have to understand the importance and power that a great creative brief can bring to a project?

This book is a short and graphic textbook that provides a detailed explanation of how to write a communications objectives document called the “creative brief.” We discover why this document is the first step in the creative process used by advertising agencies, in-house creative departments and marketing services companies.