Creative briefing
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News • 03 May 2020
Opinion • WARC from Home, April 2020
Opinion • Stephen Whiteside, April 2020
Opinion • WARC from Home, April 2020
Opinion • Mike Teasdale, July 2019
Article • WARC Exclusive, WARC at Cannes Lions 2019
Opinion • David Tiltman, June 2019
Opinion • Mike Teasdale, May 2019
Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, March 2019
Opinion • Catherine Barr, January 2019
Opinion • Malcolm White, August 2018
News • 02 July 2018
Article • Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018
Article • Urey Onuoha, ANA, April 2018
Research Paper • Douglas C. West, George Christodoulides and Jennifer Bonhomme , Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 189-201
Article • Geoffrey Precourt, Event Reports, Advertising Week, September 2017
Article • Joseph Clift, Event Reports, Brand Week, November 2017
Article • Merry Baskin, WARC Best Practice, October 2017, pp. 38-39
Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2017
News • 02 August 2017
Article • Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
Article • Rory Sutherland, Market Leader, Quarter 2, 2017, pp. 58-58
Article • Tom Tuke-Hastings, Admap, November 2016, pp. 37-39
Article • Merry Baskin, WARC Best Practice, October 2016, pp. 38-39
Article • Faris Yakob, Admap, October 2016, pp. 13-13
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Article • Strategy Toolkit, Strategy Toolkit
This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully. -
Article • Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business. -
Article • Pradeep Kumar and Roopa Choodamani, Admap Magazine, Admap Prize, Shortlisted, 2015
This article explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity. -
Article • Merry Baskin, WARC Best Practice, October 2017, pp. 38-39
This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role. -
Article • WARC Exclusive, WARC at Cannes Lions 2019
At a talk held by WARC at Cannes Lions 2019, two speakers explain why it’s better to be interesting than to be right. -
Article • Urey Onuoha, ANA, April 2018, pp. 0-0
Five universal steps that can help marketers and agencies get the most out of their creative briefs.