Team Creative Brief: Creative and Account Teams Speak Out on Best Practices

Autor/inn/en	Blakeman, Robyn; Taylor, Maureen
Titel	Team Creative Brief: Creative and Account Teams Speak Out on Best Practices
Quelle	In: Journal of Advertising Education, 23 (2019) 1, S.39-52 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1098-0482
DOI	10.1177/1098048218812132
Schlagwörter	Creativity; Advertising; Teaching Methods; Assignments; Best Practices; Business Communication; Role; Teamwork; Commercial Art; Administrator Attitudes; College Students; Check Lists; College Faculty + Suchen Sie Ihr Suchwort? Kreativität; Werbung; Teaching method; Lehrmethode; Unterrichtsmethode; Assignment; Auftrag; Zuweisung; Unternehmenskommunikation; Rollen; Collegestudent; Checkliste; Fakultät
Abstract	As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments. (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01