It takes imagination to create something that is meaningful and to do it you need an inspiring creative brief. We know, however, that writing a brief is a challenge. A good one not only clearly sets out business objectives, potential strategy, and target audience insights, it also, just as importantly, inspires people.It's a daunting task, because when writing a brief, you know you are directly influencing the campaign's potential. This book therefore has two objectives:To facilitate collaboration between business-minded people and creative people, so that a stimulating brief is written, inspiring those responsible for producing a great campaign.To help ensure that the brief is clear, informative and has well-defined objectives.