When beginning an advertising campaign, start by putting together a comprehensive creative brief. An effective creative brief describes all aspects of the project: background, objectives, research, ...

A creative brief is like a road map. A good brief leads to imaginative and persuasive ads. And gets you there quickly. A bad brief starts you off in the wrong direction. So you have to stop, figure ...

As anyone who reads my posts here at Forbes knows about me, I am wary of brands who take sides on political, social or on otherwise polarizing issues. Not because I am for or against those issues, ...

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 ...