Putting Ideas Into Play

There once was a time when the Client told the Agency what they wanted. The Agency filled out a Creative Brief. The Client approved said Brief and the Agency went dark for a few weeks only to return in the Creative Review to present a variety of concepts, each of which "delivered" on the Brief, but at different levels of creativity. Those days are over.

Find Your Creative Direction: How to Write a Great Creative Brief

Great creative briefs set off creative explosions that can result in work that alters the trajectory of a good business or brand. They accelerate the creative process by putting teams on a more direct path to breakthrough solutions. Successful briefs clarify the purpose of the project and inspire creative thinking so teams can deliver their best work. Reviews and approvals also move faster.

Four to Focus On: Essential Marketing Technology

There are now thousands of marketing technologies spread across dozens of categories to support all kinds of specific use cases. But there are just four applications that are absolutely essential for digital programs. This small collection of capabilities allows teams to support the complete marketing cycle.