Thought Leadership

MediaPost: Adapting The Creative Brief To The Age Of Data Science by David Sonderman

MediaPost: Adapting The Creative Brief To The Age Of Data Science by David Sonderman

A good creative brief is two things: creative and brief. It’s the art of sacrifice. A primary audience. A customer insight. A single most-important message to communicate. And a handful of supporting facts, or reasons to believe. 

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