{"title":"Team Creative Brief: Creative and Account Teams Speak Out on Best Practices","authors":"Robyn Blakeman, Maureen Taylor","doi":"10.1177/1098048218812132","DOIUrl":null,"url":null,"abstract":"As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2018-11-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048218812132","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Education","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/1098048218812132","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments.