How To Write An Inspired Creative Brief, 3rd Edition: A creative's advice on the first step of the creative process (Paperback) (ISBN-13: 9780578808758)

Fundamentals on thinking about and writing the creative brief, the first step in the development of advertising creative. The document, and the process of briefing with the creative brief, can make the difference between mediocre creative solutions and work that measurably improves ROI.