Spending hours on market research, competitor analysis, and comparing color palettes to develop a creative brief may sound extraneous, especially for smaller organizations. But although compiling a ...

Chris is the CMO of FlexMR, a hybrid research agency & tech firm that empowers brands with agile insight. He also hosts the MRX Lab podcast. Work long enough in marketing, communications or the ...

A creative brief is like a road map. A good brief leads to imaginative and persuasive ads. And gets you there quickly. A bad brief starts you off in the wrong direction. So you have to stop, figure ...

Forbes contributors publish independent expert analyses and insights. I am an advertising veteran and current CEO of Ideasicle.com. Every advertising agency has its own take on the "creative brief," ...