From top-left (clockwise): Natasha Vaughan-Jeremy; Abeer Alessa; Federico Fanti; Ryan Reed; Rania Salame; Jonathan Bannister. Every great ad campaign requires a formula of insightful creativity, a fair budget and a clear, concise brief. However, for far too long, industry professionals have quibbled that behind a credit list of work, an undercurrent of frustration saddles the creative process – from client brief to production – before the relief
of roll-out.
“Often, we are tempted to overstuff briefs, which doesn’t set up anyone for success after,” says Natasha Vaughan-Jeremy, Fractional CMO and Founder of The Luxe Narrative.
“A brief might seem straightforward, but different teams – whether it’s the brand, the agency, or the production house – can interpret it in very different ways,” says Jonath
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
