How to Write an Inspired Creative Brief
"All of the above in a charming, personable, tongue-in-cheek style that makes
How to Write an Inspired Creative Brief not only a pleasure to read, but a well-nigh
essential foundation on which to build a successful advertising career."
-Dave Butler, Creative Director (retired ), TBWA/CHIAT/Day, Los Angeles
"Howard Ibach has written the essential brief for the briefers, a simple,
memorable, enoyable book for those who need to practice the art of strategic
reduction for a living. He expounds several oft-forgotten principles: simplicity,
-Steve Wehrenberg, CEO, Campbell Mithum Advertising, Minneapolis
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account planner Admap Magazine advertising agency answer art director bed of nails Beetle convertible believe billboard Brand position Brand X brief template brief writer business objectives Call to action Capo d’astro bar challenge client communication objectives consumer Copy points copywriter create creative director creative team creative-brief template Deep Target descriptors direct-response example feel film headlines Here’s Howard Ibach important Increase sales insights Inspired Creative Brief John Hegarty Jon Steel key emotional benefit Lexus look marketing objectives MetLife Metropolitan Opera House Okay piano practice writing briefs problem product or service Psychographics purchase decision question quiz Remember rocket science single-minded proposition SMP SMP is true someone specific talking Tango target audience trying TV spot Unique Selling Proposition verbs to describe What’s the difference words write a creative Write an Inspired write creative briefs write the brief writing the creative written yell you’re