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 ...

Does it sometimes feel like your writers, graphic designers, and video folks, and/or your creative agency, are not on the same page—and so the performance of your content suffers? If so, it's probably ...

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 ...

When beginning an advertising campaign, start by putting together a comprehensive creative brief. An effective creative brief describes all aspects of the project: background, objectives, research, ...

It can be a source of disdain, mocked for slipshod superficiality. Or it can be a treasure map, prized for its insights. Either way, the creative brief is saddled with significant responsibilities.

If you want to know why too much B2B work is forgettable, don’t start with the creative. Start with the brief. The B2B creative brief has quietly become one of the biggest barriers to great work in ...