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This video tutorial discusses the differences between a marketing brief and a creative brief, using examples from Porsche and Hinge. While the two briefs are distinct, they share interlinked key information throughout the strategy process. The marketing brief, or client brief, outlines the client's business challenges and objectives, while the creative brief addresses the customer's problems and how the client's product can solve them, utilizing the unique selling proposition (USP). The judge in this process must balance these perspectives, keeping the customer's viewpoint central. A review of the typical agency process precedes a deeper exploration of both briefs.
