An insightful creative brief is a godsend for creative teams. The best lead to killer concepts, inspired ideas and executions that are on point. The worst? Frustrating. Challenging. With more mystery than a 'Da Vinci Code' painting. Time to break down the difference between the two.
Here's a piece I wrote for ClearVoice about it.
![](https://cdn.myportfolio.com/20d452a0959d3c5da7f270a7e5fe4f11/42d79ae3-3ed1-47db-b73c-a1abebbdf8bb_rw_1920.png?h=750d3b63ab733ca98abc6afe0be66e88)