Creative Briefs are Not Evil

  • Session Number: THSESS11
Thursday, May 04, 2017: 3:30 PM - 4:15 PM


Emily Sander
Chair, Advertising Department
Savannah College of Art and Design


A creative brief is not dead, nor is it evil, nor is it the evil dead coming to threaten your creative potential. It’s alive and well, and dare one say, our friend. That’s because those audiences and strategy lines are not to be feared, but embraced for the challenge they present. They’re not rules; they’re tools to help creatives find a unique solution to a brand’s unique set of problems. So the voice in your head lamenting “Ugh, this again?,” should breathe, and try saying, “Yes, challenge accepted.”