In this guest post, Zac Martin (pictured below), a senior planner at Ogilvy Melbourne, gives hissage advice on writing a brilliant and not-so brilliant brief… Two clichés I hear often from agencies ...

Forbes contributors publish independent expert analyses and insights. I am an advertising veteran and current CEO of Ideasicle.com. Every advertising agency has its own take on the "creative brief," ...

The Association of National Advertisers just released a study on Agency/Client relationships they undertook in the first quarter 2015. It contained some very encouraging news for both clients and ...

"If the government's position were to prevail, a staggering number of federal agencies would have the unfettered ability to invade client confidences with an administrative subpoena," said Susanna ...

A good brief needs to sharply define the 'objective', the 'audience', and why should they get influenced, or motivated, to choose me (proposition). There are meetings, and then there are meetings that ...

Spending hours on market research, competitor analysis, and comparing color palettes to develop a creative brief may sound extraneous, especially for smaller organizations. But although compiling a ...

Marketers and agencies agree a strong, clear and well-prepared brief makes the perfect launchpad for successful campaigns that will stand the test of time. But why is it so hard to get right? A huge ...

Projects in which students work in a professional consulting capacity with “client” organisations can bring many benefits for all involved, but need careful set-up and support, as Lyvia Royd-Taylor ...