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In creating an exciting brief, two key areas are essential: what you put into it and the actual creative free thing itself. While facts are crucial to keeping the brief on track, they must also inspire and spark creativity. The content of the brief is important, and it can take various forms beyond words on a page. Ultimately, the goal is to ignite explosions of creativity in people's minds, especially in those of creative individuals. Planners need to think about how to deliver inspiring information, moving beyond traditional formats. The creative brief itself should not just be handed off to creators but should actively encourage innovative thinking.
