49. How to avoid the 11th hour veto of a creative brief.

Anyone in the advertising business knows about this inevitable situation: Your brief has been handed off to your creative partner, and then the key stakeholder on the client side finds a reason to object to the brief. The project comes to a standstill. The brief must be reviewed or re-written. How do you avoid this dreaded moment? Henry Gomez and Howard Ibach offer valuable tips on what brief writers can do to prevent the 11th hour creative brief veto. Creative Review: New print from Milk Bone.