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Creative Brief: The 'H' Diagram
an image of a diagram with different things to see in the pictures on it's page
brandtherapist.com

creative brief: the "H"

Something I'm very proud of is the development of the "H" creative brief, with S. Codeseira and F. Cabarcos. It was an insightful re-invention of a creative brief format that we believe that helps us to generate better conversations with clients, as well as account managers and creatives. Besides the challenge (or communication problem to solve) we find three columns: What, Filter or Prism, How. What: The Facts: What to say, Support and Brand DNA. Filter or Prism: The Target, Insights…
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