A large number of creative briefs stink, and clients shoulder much of the blame. That’s the conclusion of a new ANA whitepaper, “Better Creative Briefs,” completed by the ANA Briefing Task Force that ...

It was David Ogilvy who sagely said: “Give me the freedom of a tight brief”; intuitively knowing that creative effectiveness was contingent on a creative brief that was focused, specific, and gave ...

A new report from the Association of National Advertisers finds that over 75% of both agencies (82%) and brands (79%) ranked a “tight brief with clearly defined objectives” as the most important ...

Sustainability isn’t just a marketing directive anymore — it’s a battleground. For the first time, the loaded question of “What is the business case for packaging sustainability?” is very clear. As ...