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This discussion highlights the differences between a marketing brief and a creative brief, using examples from Porsche and Hinge. While they are distinct documents, key information links the two throughout the strategy process. The marketing brief, often called the client brief, outlines the client’s business problems and objectives. In contrast, the creative brief centers on the customer's perspective and how the client’s product or service addresses customer issues. The challenge for judges lies in balancing these two roles while maintaining the customer’s perspective. A brief overview of a typical agency process is presented to contextualize the relationship between the two briefs.
