Method to come up with great advertising used at Crispin Porter & Bogusky.

It's about practical planning techniques and the concepts that guide a brand strategist's thinking.

The creative brief. An insight into agencies briefs.

A totally subjective creative brief template review

The brief starts with the conceptual idea itself and with arguments (on why this idea will work in terms of psychological tension, talk value and problem solving. These elements work the other way as guides

The new rules from '98 are old rules by now ... but still worth a read and reminder. Springboard from here.   (Crispin Porter+ Bogusky "Old Rules vs New Rules")

Alex Bogusky's Brand Momentum Theory - Crispin Porter+ Bogusky "Old Rules vs New Rules".

CPB Creative Brief

CPB Creative Brief