A Peek Behind the Curtain: The Magic and Misery of Creative Briefs

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.