ONLINE EXCLUSIVE: Shop Talk's Master Marketer: The Brief Statement That Breeds Success

Most seasoned marketers have had the experience of handing over a project to a writer and/or designer, getting their first draft back, staring at it and saying, “What happened? Why is this so far off track?”

Well, there’s a very good chance that there was no creative brief. And because of that, the verbal and unorganized written communication provided at “kickoff” didn’t include some essential tidbit of information that would have kept it on track.