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The key elements that make a brief more exciting are what you put into it and the creativity it inspires. Facts are important in briefs, but they must also inspire and spark creativity in people's minds. The content of a brief may not always be words on a page, as there are many different ways to provide inspiring information. The creative element of a brief is also crucial, as it is what sets off explosions in creative minds. Planners must consider how to effectively communicate the brief to inspire creativity in the creators.
