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i remember taking one of my creative briefs to a senior team and they tore it to shreds they said all id done is written a shorter version of the client brief well i never made that mistake again and in this video im going to take you through what goes into a creative breed and how to write one that leads to better ideas and improves your relationship with the creatives so what is a creative brief the creative brief is a document that acts as a bridge between the clients problem and the creative idea a good creative brief does two things provides direction and inspiration it captures the strategy which is the approach youre going to take to solve the clients problems it outlines the role advertising must play to achieve the clients objectives marking the end of the strategic process and the beginning of the creative process usually a creative brief follows this process through an agency one it starts with a client brief which outlines the objectives the problem or opportunity and
