Tag: creative brief

You can’t have a proper conversation about creativity without eventually debating if there’s a useful role for negativity. Two recent brainstorms for the same team demonstrated the issue. I conducted

This post is #2 in a series from a presentation on Creative Slip-Ups: The 11 Most Common Mistakes in Brainstorming. The introduction to the series is . The Problem:  People come to

A brainstorm is a meeting like any other, which means an agenda can be extremely helpful to keep order and focus. Give yourself a few minutes in advance of the

Jump to Instructions Jump to Download The creative brief is one of the most useful and adaptable tools in marketing and communications. Known by different names, the basic idea is this:  one