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How to respond to a creative brief

Kit Altin shares tips to simplify complex briefs

The quality of a creative brief can make or break your project. It’s obvious really, but you’d be surprised by how many bad briefs still find their way into creative departments.

Kit Altin, the woman who persuaded David Cameron to do a policy u-turn in six weeks, is on the roster of D&AD Masterclass leaders. Here, she has set an exercise to help you simplify a creative brief process in three easy steps, taken from her D&AD Masterclass, Briefing your creative team.

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