Blog for all the advertising work I wish I'd thought of from around the world and the occasional adland rant.
I'm Gerad Matthew Petherbridge - Advertising Account Planner/Strategist
The best briefs are when the creative team leaves the brief meeting with ideas already in their head.
If your brief is boring, or leaves the creative team with more questions than answers, or worst, demotivated, then your creative brief was a failure.
Include just enough information to spark creativity- you should be able to accomplish this in one page.