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In this tutorial, Ashley discusses the significance of the creative brief in advertising. The creative brief serves as a guiding document for ad campaigns, ensuring that all team members are aligned on the campaign's objectives. Typically written by strategists or account teams in the absence of strategists, the brief is presented during the project kickoff meeting, outlining what the team will focus on. Although the format of creative briefs varies across agencies, their primary function remains consistent: they provide a structured approach to developing advertising concepts, acting as the "north star" for the campaign.
