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and elements that can make a brief more exciting and there are two key areas really ones what you actually put into it and it's definitely true that they can tend to be collections of facts and you know don't get me wrong facts are very very important and briefs are there to keep you on the straight and narrow through what can be quite a chaotic process but at the same time they they have to inspire they have to kind of set off explosions in people's minds and particularly in creative people's minds so what you put into them is really important and it may not be words on a page you know I read a question whether pages with blocks full of words might be the best format for a brief there's lots of different ways you can give people inspiring information and that kind of takes you onto the second really important element which is the actual creative free thing itself I think you know in the past planners might have sort of put a creative brief under the door of the creator's office and s...
