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In this tutorial, Ashley discusses the significance of the creative brief in advertising. She explains that the creative brief is essential for aligning the team and defining the objectives of ad campaigns. Typically written by strategists with input from creative directors, it provides guidance for the project. In agencies lacking strategists, the account team assumes this role. The brief is presented during the project kickoff meeting, detailing the campaign's direction. Although the format of creative briefs varies across agencies, their fundamental purpose remains consistent: to ensure that everyone involved understands the goals and strategies for the advertisements.