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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 teams on the campaign's objectives. Creative briefs serve as the "north star" for ad campaigns, guiding the creative process. Typically written by strategists with input from creative directors, they may also be prepared by the account team in agencies without strategists. During the project kickoff meeting, the brief is presented to the team, outlining the campaign's direction. While formats can vary across agencies, the core purpose remains consistent: to clarify the intent of the ads and ensure everyone is aligned on the project's goals.
