1. “Creative brief is not designed to limit creative, but liberate it.” – Jon Steel
The way we look at how (great) creative people do their work is all wrong. A lot of us mistakenly think creative people are those who carry a machine guns of ideas and shoot widely at the target. That’s why many often fall into the mindset of setting barriers/ constraints to limit them. Setting barriers/ constraints in the creative brief is a must (Refer to my previous blog posts on this topic), but the purpose of such is not to limit their creative mind, but to liberate it.
Good creative brief tells the creative people where the constraints are, which act as a jumpstart or inspiration for ideas, not the DANGER zone they should avoid. That’s why Jon Steel mentioned that creatives don’t write ads to a brief, they write ads from a brief.