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In this tutorial, Ashley discusses the creative brief, a crucial document in advertising that aligns the team on campaign objectives. The creative brief serves as a "north star" for ad campaigns, clarifying the purpose of the ads. Typically written by strategists with input from creative directors, some agencies delegate this role to the account team if strategists are absent. The brief is presented during the project kickoff meeting, providing essential information for the team. While formats may vary across agencies, the core purpose remains consistent: to guide the creative process and ensure everyone understands the campaign's goals.
