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In this tutorial, Ashley discusses the significance of the creative brief in advertising. She highlights its role as a foundational document that aligns the team on campaign goals. Creative briefs are typically crafted by strategists, often with input from creative directors, although in some agencies, the account team takes on this responsibility. The brief is presented during the project kickoff meeting, serving as a guide for the entire team. While creative briefs may vary in format and organization across different agencies, their core purpose remains the same: to ensure everyone is on the same page regarding the objectives of the ad campaign.
