Lynette Xanders reveals why the creative brief is the closest thing to a silver bullet in marketing. Most agencies give away their strategy for free and charge only for creative work. But when Nike, Adidas, and major corporations learned how to use this one-page framework correctly, everything changed. Learn what needs to be on that page to align multiple agencies, eliminate endless revisions, and actually get your team rowing in the same direction. If you've ever wondered why projects keep getting redone, this is your answer.
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