Posts Tagged ‘creative brief’

As approaching a business problem has changed over the last 20 years with the development of digital opportunities, Gareth Kay (@garethk) recently tackled a matter that, as a young planner, I have questioned myself:

Why has the creative brief not evolved while the channels, methods, and timescales within which a brand has the opportunity to be active have all shifted significantly?

As clients and agencies alike continue to embrace the idea of experiential marketing as opposed to the traditional advertising campaign, it is important to ensure that an agency isn’t restricting its planners or creatives via processes and documentation that are outdated.

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