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Ashley discusses the importance of the creative brief in advertising, describing it as a crucial document that aligns the team and defines the purpose of ad campaigns. The brief is typically created by strategists with input from creative directors, although some agencies rely on account teams in the absence of strategists. It is presented during the project kickoff meeting, where the team learns about the project’s objectives and direction. While the structure of creative briefs varies across agencies, they serve a common function of guiding the creative process and ensuring everyone is informed about the campaign’s goals.
