Honolulu: The American Civil Liberties Union of Hawai‘i Foundation (“ACLU”) has filed an amicus curiae brief (also known as a “friend of the court” brief) in United States District Court supporting ...

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 write on creativity in marketing. The Association of National Advertisers just released a study on Agency/Client relationships ...

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

I have found some striking parallels between writing instructions for ChatGPT and writing a good brief, including the question, ‘Why don’t we have six fingers?’ I’m not talking about using artificial ...

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 ...

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 ...