The Creative Brief Blueprint

As the world of marketing communications has become more tactically complex, the strategy behind the work has suffered. Most ads don’t achieve the results the company desires. The problem is, as technology has improved, people have become better at learning just how bad they are. As brands are able to test more efficiently, they are witnessing less effective and even ineffective advertising. As brands have become able to produce spots more effectively, they’re seeing more rounds of development that increase costs. And, as brands continue to recognize the value of clear marketing communications, the client-agency relationship has continued to deteriorate. A vicious cycle is upon us where brands are spending large sums of money to learn that the advertising was ineffective. Rather than fix the problems, they simply repeat; we are in our very own version of “Groundhog Day.”

The Creative Brief Blueprint: Crafting Strategy That Generates More Effective Advertising
Kevin McTigue and Derek Rucker
BookBaby
Available 8/18/2021
150 pages
$19.99