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This tutorial discusses the distinctions between a marketing brief and a creative brief, using Porsche and Hinge as examples. Although they are separate documents, key information connects them throughout the strategy process. The marketing brief, also called the client brief, outlines the client's business problems and objectives. In contrast, the creative brief centers on the customer's challenges, leveraging the client's products and unique selling propositions (USP) to address these issues. The judge's role in this context is complex, requiring a dual perspective—focusing on both the client's goals and the customers' needs. The video also initiates a review of a typical agency process to further elucidate these concepts.
