Tom Morton of TBWA recently gave a lecture to the APG's training network in which he explained the principles behind a good creative brief. It's relatively easy to come up with a good strategy but bringing that to life in good solid creative work the really hard part.

“The important is to define the problem in a clear way and then open the door to an inspiring solution… it contains different elements that much be linked together. Mainly for me, translate a business issue into consumer behaviour.

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