Posts Tagged "creative brief"

Is your creative brief tuned to creating brand wealth?

Nov 24, 2010 | Sandhya Srinivasan | Business of Advertising, In the name of Creativity

Pompous as it may sound, the start of any creative brief must state the business objective. If it doesn’t, junk it this very minute. Because it is the one point in the working of a communication company, where the business, strategic & creative disciplines meet on a common ground. And toppling the very reasons these silos were created I’d say that without due diligence done & respect given to the marketing ambition, these disciplines have no reason to exist.

As an extended arm of the marketing team and possibly as the truest custodian of the brand, communication partners need to re-consider their approach to the brand building process. All too often collaboration in its truest sense is missing. Which means inspiring market traction,  cannot be the problem of one or two disciplines but all owners…
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