How to write a compelling creative brief

Though creative briefs used to exist only in the realm of advertising, the rise of ‘full-service’ agencies means they’re something PR pros should be familiar with, too.

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• What compelling information was brought to the creative team that inspired an idea? • What did the creative kickoff meeting look like? • Did the account team offer experiential tools to ground them in the mind and space of the brand? • What goals were they trying to achieve, and whom were they trying to reach?

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