How To Write An Inspired Creative Brief, 3rd Edition: A creative's advice on the first step of the creative process

by Howard Ibach

"...a great primer in the fundamentals of brief writing."Katie StretenExperiential Strategy DirectorGeometry MENA, London"When I discovered the first edition of Howard Ibach's book, How To Write An Inspired Creative Brief, I was so impressed that I brought him to my agency for a seminar. The book has been indispensable to me over the years as a working account planner, referring to it frequently and using it to teach my direct reports. This new edition puts more meat on the bone and reading it has reaffirmed Howard's approach. I can't understate how important it is that he has written it from the point of view of a creative, since creatives are the consumers of our briefs. I recommend this book unwaveringly to seasoned and aspiring planners and brief-writers."Henry Gomez, VP/Director of Strategy, Zubi Advertising, Miami, FL"The most mind-blowing fact about the creative brief is that 50 years after it was invented, there is still only one lone voice speaking out on its behalf. I'm glad that voice is Howard's [...] The advice is practical and actionable. Like the edition that precede this, I have made it mandatory reading in my agency."Sean Duffy, CEO, Duffy Agency"Why didn't someone show me this before I had to write my first briefs? I didn't have a clue. But I did have a template, and something my boss had written for Coldwell Banker. Ha! (Howard) nailed that."Tom Lehr, President/CEO, Dailey, West Hollywood"Howard Ibach has written the essential brief for the briefers, a simple, memorable, enjoyable book for those who need to practice the art of strategic reduction for a living. He expounds several oft-forgotten simplicity, clarity, collaboration."Steve Wehrenberg, retired CEO, Campbell Mithun Advertising, Minneapolis"There's a tendency when setting out to create great ads to look at other ads and try to emulate them. Wrong. Wrong. Wrong. Howard's book hits the nail on the head, and suggests instead we start where all great with a great brief."Vaughn Davis, Creative Director, Young & Rubicam Advertising Auckland, New Zealand "An excellent read. An even better blueprint. Howard Ibach has captured [...] what some ad people don't learn in a lifetime."Jerry D'Ascoli, Creative Director"This is a book for those who want to believe that a well written creative brief can make the world a better place. Both inspirational and pragmatic, it is filled with anecdotes and tips that will first help you appreciate the power of a great brief, then guide you in writing one." Frank Quadflieg, The Toubes Agency  Fundamentals on thinking about and writing the creative brief, the first step in the development of advertising creative. The document, and the process of briefing with the creative brief, can make the difference between mediocre creative solutions and work that measurably improves ROI.

198 pages, Kindle Edition

Published December 15, 2020

About the author

This author also publishes as Howard Frederick Ibach

Reviews

[Rahul · Rating 4 out of 5]

A simple, quick, and 'inspiring' book for budding account planners.

Loved the simplicity with which this book is written. I have been a strategist-cum-copywriter for over 8 years and recently started working more on creative briefs and tried multiple creative brief templates, but to no true benefit. After reading this, I wouldn't say I've learnt of some huge pathbreaking insight, but I could catch the smaller nuances that my creative briefs were missing.

It's a must read for account planners and strategists.