Following last week's AMA webcast, Successful Creative Briefs: Linking Business Objectives and Creative Strategies, sponsored by Aquent, we convened a virtual roundtable to continue the discussion of best practices in producing effective creative briefs.
Our panelists were: Andy Epstein - Director of Graphic Design and Print Production at BMS Studio, the in-house design agency at Bristol-Myers Squibb David Haskell - Senior Writer at Digitas, a leading interactive and direct marketing agency Michael Hunter- Marketing Director for Whirlpool's KitchenAid brand Sheri L. Koetting - Principal/co-founder of MSLK, an award-winning graphic design agency.
I moderated the discussion, which lasted a little over half an hour. For your listening convenience, I split the entire thing into three parts as noted below.
Please feel free to share all comments and criticisms with me, Matthew Grant!