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

Publication Type:
Journal Article
Journal of Advertising Education, 2019, 23 pp. 39 - 52
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© 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.
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