The Brief Bros.

5. Tom Fishburne, The Markettoonist, on creating personas.

Tom Fishburne is the Marketoonist, a brilliant and thoughtful critic of the advertising and marketing industries. In his latest cartoon and blog post, on Creating Personas, Henry Gomez and Howard Ibach, hosts of The Brief Brothers, discuss Tom's astute commentary of these sometimes valuable but sometimes trivial exercises called Personas, and how they relate to writing inspiring creative briefs. Creative Review: The Brief Brothers return to Amazon's Christmas spot with more thoughtful analysis. Agency: Lucky Generals.

4. Why do we need a single-minded proposition?

For many creatives, the Single-Minded Proposition (SMP) is the first thing they look at when they receive a new creative brief. If it's brilliant and inspiring, creatives are happy. If not, and they'll complain. The Brief Brothers take a step back and ask, "Is this sentence or phrase necessary? If so, why?" Hosts Howard Ibach and Henry Gomez engage in a lively discussion. Creative Review: Amazon Christmas television spot. Agency: Lucky Generals.

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

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.

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.

1. The Brief Brothers talk about creative brief writing skills

What makes a brilliant, inspiring creative brief writer? Howard Ibach and Henry Gomez, hosts of the weekly podcast The Brief Bros., bring their considerable experience to answer this question. Then they review Jeep Wrangler 4xe's new TV spot, Pale Blue Dot. Agency: Doner Agency.