I'll be brief

How hard can it be to write a creative brief?

Pretty easy I'd have thought.

In fact when I wrote briefs for student projects at RMIT they were no longer than four key points.

Obviously a realworld environment requires a bit more info than that. But not too much.

So let's get back to my question - How hard is it to write a creative brief?

Certainy not hard enough to warrant a 66 page powerpoint presentation to teach you how to do it.

Which may well explain why a 66 page JWT presentation on writing a brief was mysteriously taken down from Slideshare.

Click here to see for yourself.