28. Do we still need a creative brief?

Six months into our video podcast, The Brief Bros., Henry Gomez and Howard Ibach ask: What have we learned? Do we still need a creative brief? Reviewing comments from our guests and our own lively conversations since January, we have some thoughts that may surprise you.

Our Creative Review does a look-back of its own. We review a classic Leo Burnett spot for Malboro Cigarettes. In our discussion, we refer to a letter written by Leo Burnett, another classic worth reading. Also, a documentary by Google called Project Re-Brief: A Film About Re-Imagining Advertising.