The creative brief blueprint: crafting strategy that generates more effective advertising - Kevin Mctigue

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• As the world of marketing communications has become more tactically complex, the strategy behind the work has suffered.
• Most ads aren't good.
• They don't achieve the results that the company desires.
• They end up costing precious time and money.
• Neither you nor the target like to look at them either.
• Humanity has been creating marketing communications for over 8000 years.
• You would think people would be good at this by now.
• The problem is people aren't good at it.
• Rather, as technology has improved, people have become better at learning just how bad they are.
• As brands are able to test more efficiently, they are witnessing less effective and even ineffective advertising.