The creative brief is where it often overlooked as the building block of great ideas and even greater executions. Having worked both client-side and agency-side, I've seen the good, the bad and the whimsical/authentic/another buzzword of creative briefs.

This article combines the viewpoints of both the client and the creative. What makes for a useful brief? What should it include? Why is it not only the beginning of creative work but also method for evaluation the end product?

This topic ties in great with Tongal.com because much of what goes on in this site is build on The Creative Brief and the site has many great, real-life examples of creative briefs. This article dissects the anatomy of a useful brief and gives actionable advice to both creatives and clients.

From an SEO standpoint this articles draws in the client-side readers who may become interested in hiring Tongal.