The Creative Brief Blueprint

This book seeks to break the cycle of ineffective strategy and creative and help brands steer their marketing communications towards meaningful results and success. In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy. This strategy is brought to life via a concise and precise "creative brief" that acts as the blueprint for creative work. In each chapter, the authors explain a particular part of the brief, review the value of the brief element to both clients and agencies, identify why brands fail and how to succeed, and answer common queries with regard to myths, misconceptions, and other questions.