There's been a lot of focus on changing the creative brief. We got rid of it and opened a whole new door to creativity.
As we know it, the creative brief hasn't evolved since the heyday of the Mad Men era of the '60s. Social media was 35 years away, Mark Zukerberg wasn't even born, and phones had rotary dials. Today, everything has changed, but the brief. Many agencies have tried to make them shorter, which usually leads to the same amount of information only under fewer headers. Others have changed the design without changing the content.Read more