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Certainly this isn’t the first time a creative has talked about the importance of the creative brief. And it won’t be the last. That’s because it’s a very important document to us. Printed on this thin sheet of multi-purpose white printer paper in black ink is our life. It starts our brain churning.
This not so brave new world of Digital/ROI/Analytics/Webmetrics marketing where we measure everything – scares me. (Actually there’s a whole list of things that scare me like toes, Mickey Mouse, foreheads… but let’s not go there.) What I’m afraid of is a world that bases all of its decisions on data. First of all, and [...]
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