2. The role collaboration plays when you write a brief

In many ad agencies, the creative brief is written by the strategist. In many in-house ad agencies, there is no strategist. In this situation, who should write the creative brief? Howard Ibach and Henry Gomez, hosts of The Brief Brothers, debate the role of collaboration when writing a creative brief. Read "Briefing an Agency best practice guide" by the IPA. Creative Review: A new spot for Mont Blanc featuring Spike Lee. Agency: Wieden + Kennedy Amsterdam.