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The Brief Bros.

Howard Ibach (left) is a former copywriter and creative director with 26 years of ad agency experience, and the author of two critically acclaimed graphic textbooks on creative briefs.

Henry Gomez (right) is VP/Director of Strategy at Zubi Advertising in Miami, a renowned Hispanic marketing agency, with 27 years of experience.

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It's a new fiscal year, or a new season, and it's time to create a new campaign for your product or brand. Do you need to re-write the creative brief from the previous year/season? The Brief Brothers hosts Howard Ibach and Henry Gomez weigh in. Creative Review: IKEA's print campaign for bed linens. Agency: Mother London.

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3. When do you need to write a new creative brief?

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