On December 8, 2022, the ARF Creative Council
pulled back the curtain on the creative brief — an important, yet sometimes unfamiliar, part of the creative process. Brand strategists and creatives shared best practices for researchers to approach creative briefs that will inspire and achieve client’s business goals. Panelists discussed creative briefs from the mindset of the recipients of research at creative agencies and shared anecdotes about both successful and unsuccessful creative briefs.
Jennifer BonhommeExecutive Director, Strategy
Nathalie BrownExecutive Creative Director
Rodrigo MaroniChief Strategy Officer
Wunderman Thompson NY
Nancy VaznonisGlobal Group Creative Director
Ann GreenSVP, Client Partner