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In this tutorial, Ashley discusses the significance of the creative brief in advertising, describing it as a crucial document that aligns the team and clarifies the objectives of ad campaigns. She explains that creative briefs, typically crafted by strategists with input from creative directors, serve as a guiding framework. In agencies without strategists, the account team often assumes this responsibility. The brief is presented during the project kickoff meeting, where team members learn about their roles and the project direction. Although the format of creative briefs varies across agencies, their fundamental purpose remains consistent.
