Team Creative Brief: Creative and Account Teams Speak Out on Best Practices

Blakeman, R; Taylor, M

Team Creative Brief: Creative and Account Teams Speak Out on Best Practices

Blakeman, R Taylor, M

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Publication Type:: Journal Article
Citation:: Journal of Advertising Education, 2019, 23 pp. 39 - 52
Issue Date:: 2019-05-01

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Field	Value	Language
dc.contributor.author	Blakeman, R	en_US
dc.contributor.author	Taylor, M https://orcid.org/0000-0002-9420-3591	en_US
dc.date.issued	2019-05-01	en_US
dc.identifier.citation	Journal of Advertising Education, 2019, 23 pp. 39 - 52	en_US
dc.identifier.issn	1098-0482	en_US
dc.identifier.uri	http://hdl.handle.net/10453/137455
dc.description.abstract	© The Author(s) 2018. As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments.	en_US
dc.relation.ispartof	Journal of Advertising Education	en_US
dc.relation.isbasedon	10.1177/1098048218812132	en_US
dc.title	Team Creative Brief: Creative and Account Teams Speak Out on Best Practices	en_US
dc.type	Journal Article
utslib.citation.volume	23	en_US
utslib.for	2001 Communication and Media Studies	en_US
utslib.for	1302 Curriculum and Pedagogy	en_US
utslib.for	1303 Specialist Studies in Education	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
utslib.copyright.status	closed_access
pubs.volume	23	en_US

Abstract:

© The Author(s) 2018. As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/137455