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The video tutorial outlines three key differences between a marketing brief and a creative brief, using Porsche and Hinge as examples. It emphasizes that while the two briefs are distinct, there is crucial interlinking information that flows throughout the strategy process. The marketing brief, also called the client brief, includes the client’s business problems and objectives, while the creative brief centers on the customer’s problem and how the client's product or service can address it. The role of the judge is to balance these perspectives while keeping the customer’s viewpoint at the forefront. Before delving into both briefs, there will be a review of a typical agency process.
