A good creative brief will focus the agency’s effort and sharpen the client’s message. Creative briefs have always been necessary—now, maybe more than ever. With multidisciplinary teams (often virtual), the plethora of delivery media options, increasingly complex brand/consumer relationships and huge shifts in the business of communication, marketing, advertising and persuasion caused by technology, creatives need a road map. At best, creative briefs have always been a kind of mind map, leading creative thinking from problems to solutions, and they will continue to function that way if prepared properly.
We’re built differently, and here’s how – we understand that each market is unique and each business model is equally individual. So it’s unrealistic to apply a “one size fits all” tactic to our customers. Instead, our products and services are an absolute reflection of the customer’s market and business identity. Our belief is that customization generates a stronger response from the target audience.
Striving for excellence is an important part of professionalism in our job. It involves mixing quality and trustworthiness into everything we do, and this attitude tends to make us under promising and over delivering… Excellence is about stepping outside the comfort zone, training with a spirit of endeavor, and accepting the inevitability of trials and tribulations. Progress is built, in effect, upon the foundations of necessary failure.
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