229: ANA on creative briefs
Update: 2025-07-23
Description
Eight years after the publication of its white paper, Better Creative Briefs, the Association of National Advertisers released new research in June 2025.
And that's our topic today on The Brief Bros. Henry Gomez and I do an overview of their findings. And let me be upfront: I was interviewed and credited in the 51-page PDF.
A handful of sampe briefs populate the research, including an example of how to fix a weak brief. Plus survey results and essays by industry leaders on the importance of clear, "brief" briefs.
Henry and I agree, except when we disagree. And that means there's lots to unpack here so join us.
Bottom line: A big kudos to ANA for updating its conversation about briefs.
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