Following last week's AMA webcast, Successful Creative Briefs: Linking Business Objectives and Creative Strategies, sponsored by Aquent, we convened a virtual roundtable to continue the discussion of best practices in producing effective creative briefs. Our panelists were:
Andy Epstein - Director of Graphic Design and Print Production at BMS Studio, the in-house design agency at Bristol-Myers Squibb
David Haskell - Senior Writer at Digitas, a leading interactive and direct marketing agency
Michael Hunter - Marketing Director for Whirlpool's KitchenAid brand
Sheri L. Koetting - Principal/co-founder of MSLK, an award-winning graphic design agency
I moderated the discussion, which lasted a little over half an hour. For your listening convenience, I split the entire thing into three parts as noted below.
Part 1 - Best Practices: Thoughts on Putting Together Great Creative Briefs
To download this section, go here.
Part 2 - What Creative Briefs Can (and Can't) Do
To download this section, go here.
Part 3: Using Creative Briefs to Manage the Creative Development Process
To download this section, go here.
Thanks for listening. Please feel free to share all comments and criticisms with me, Matthew Grant!
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