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In this tutorial, Ashley discusses the significance of the creative brief in advertising. The creative brief serves as a crucial document that aligns the team and outlines the objectives of the ad campaign. Typically written by strategists, with input from creative directors or account teams when strategists are absent, the brief is presented during the project kickoff meeting, providing essential information for the project's direction. While the format of creative briefs may vary among agencies, they universally serve as a guiding framework for creatives to conceptualize and execute effective advertising campaigns.