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let me show you how to write a great creative brief with an example from mcdonalds my name is julian cole strategy trainer and consultant to leading brands like facebook uber apple and disney on this channel i want to help you to master the fundamentals of strategy im going to show you the difference between writing a good and a great creative brief were going to use the format the get who to buy with a creative brief it all comes down to the language that you use in your brief you want to ensure that the language you can use paints a picture in the heads of the creative its not meant to be filled with business jargon that they dont understand lets look at an example for a great print ad for mcdonalds moving day [Music] heres an example of a brief that would probably pass but its not really a great brief for the creative team get 25 to 34 year old urbanites who lack access to food options because of other key priorities to increase engagement with mcdelivery by showing mcdeliv