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Key tips on making great advertising work

Rosie Arnold on how to avoid creative mediocrity

Whether you’re a creator or a client, creating OK work that gets the metrics or ticks the right box can often become the norm. And in time-poor, budget-tight situations, creating great work can slip down the list of priorities.
While there are no short-cuts to great work, Rosie Arnold has managed to overcome expected and unexpected hurdles during her 33-year career as a top advertising creative. Here, Rosie shares four key tips on how to push for great work time and again, taken from her D&AD Masterclass
1. Get the brief right
Increasingly, I’ve seen that the briefs aren’t right. I urge you to get involved from the start. If the brief isn’t right, question and interrogate your client until you find out what the key business problem is. Good briefs are at the heart of great work and your work will always be judged against the brief, so make sure you are armed with clarity from the get go.

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