Spending hours on market research, competitor analysis, and comparing color palettes to develop a creative brief may sound extraneous, especially for smaller organizations. But although compiling a ...

Commenting on creative work is like commenting on someone’s baby. You need to be ready for the baby’s parents to by insulted by what you think is constructive criticism. Procter & Gamble developed a ...

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 ...

Does it sometimes feel like your writers, graphic designers, and video folks, and/or your creative agency, are not on the same page—and so the performance of your content suffers? If so, it's probably ...

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 ...

Pimento is a new French startup that is using generative AI in an interesting way, as the company focuses on the first step of creative processes — ideation, brainstorming and moodboarding. And the ...

The traditional advertising creative brief has a history dating back to 1863. That year, President Lincoln was asked to speak at the dedication of the Soldiers National Cemetery in Gettysburg, ...