by Vivek Kuchibhotla | Jun 27, 2011 | Creative Briefs
For most Agencies, it is unthinkable to put advertising on the air and forget about it. The results have to be measured and learnings gleaned. What worked? What did not work? What needs to be changed? How should it be changed? In short, how can it be done better the...
by Vivek Kuchibhotla | Jun 21, 2011 | Creative Briefs
There is an incredible amount of debate regarding the quality of creative briefs. And most of the things that are said are not very nice. And they are said so often that the brief has become the “usual suspect” when the advertising is not right. This has led to a...
by Vivek Kuchibhotla | Jun 8, 2011 | Creative Briefs
One of the unquestioned truths of the advertising business is this; if you want to better understand what your target really wants, do the research. Observe them, talk with them and learn to interpret what they say and what they want. Once you have this information,...
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