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Guided by Perry-Smith & Mannucci (2017), findings show briefs support validity, feasibility, guidance, and inspiration. The work identifies four recurring themes spanning goal, deliverables, constraints, and “good to know” details, with phase-dependent specificity convergence via design principles.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/template/","Template",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/template/presentations/","Presentations",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/template/creative-briefs-in-advertising-a-blessing-and-a-curse-master-thesis/242932/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/creative-briefs-in-advertising-a-blessing-and-a-curse-master-thesis/242932.png","ImageObject",442,249,{"name":42,"@type":43},"Xiajie","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-19","2026-09-12",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",10,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"What research question does the thesis address about creative briefs?","Question",{"text":63,"@type":64},"It investigates how creative briefs are used as facilitative tools among different stakeholders across the steps of advertising and branding material production in the Dutch industry.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"Which framework guides the thesis’ conclusions about the value of briefs?",{"text":68,"@type":64},"The thesis uses the needs of creative producers framework by Perry-Smith & Mannucci (2017) to evaluate how briefs complement those needs.",{"name":70,"@type":61,"acceptedAnswer":71},"What recurring themes does the thesis find in creative briefs?",{"text":72,"@type":64},"It finds four overarching themes present in every brief: the goal, the deliverables, the constraints, and additional “good to know” information, with the specificity converging depending on the usage phase.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},242932,1791734242,{"code":4,"msg":82,"data":83},"success",[84,88,93,98,103,108,113,118,123],{"id":85,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":86,"slug":87},11,90,"presentations",{"id":89,"doc_module":22,"doc_module_name":25,"category_name":90,"show_sort_weight":91,"slug":92},12,"Resumes",80,"resumes",{"id":94,"doc_module":22,"doc_module_name":25,"category_name":95,"show_sort_weight":96,"slug":97},14,"Invoices",70,"invoices",{"id":99,"doc_module":22,"doc_module_name":25,"category_name":100,"show_sort_weight":101,"slug":102},15,"Posters",60,"posters",{"id":104,"doc_module":22,"doc_module_name":25,"category_name":105,"show_sort_weight":106,"slug":107},16,"Social Media",50,"social-media",{"id":109,"doc_module":22,"doc_module_name":25,"category_name":110,"show_sort_weight":111,"slug":112},17,"Forms",40,"forms",{"id":114,"doc_module":22,"doc_module_name":25,"category_name":115,"show_sort_weight":116,"slug":117},18,"Letters",30,"letters",{"id":119,"doc_module":22,"doc_module_name":25,"category_name":120,"show_sort_weight":121,"slug":122},21,"Paper Templates",5,"papers-templates",{"id":124,"doc_module":22,"doc_module_name":25,"category_name":125,"show_sort_weight":4,"slug":126},158,"General","general-158",{"code":4,"msg":82,"data":128},{"doc_id":79,"user_id":129,"nickname":42,"user_avatar":130,"doc_module":22,"category_id":85,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":136,"language":137,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":12,"update_tm":141,"read_time":114},8814010472675,"https://avatar.qwps.com/avatar/WGlhamll","Creative Briefsin Advertising: A blessing and a curse  \nHow creative briefs are used as faciliatory tools in the Dutch advertising industry  \nStudent Name: Hugo Onink  \nStudent Number: 577291  \nSupervisor: Dr. M. Boënne  \nMaster Media Studies-Media & Creative Industries Erasmus School of History, Culture and Communication Erasmus University Rotterdam  \nMaster's Thesis  \nJune 2021  \nCreative Briefs in Advertising: A blessing and a curse  \nAbstract  \nThe skill to harness creativity and put it to commercial use is what makes the media and creative industries so different from many different sectors. To further understand the creative process and the tools involved to making this generally ‘messy endeavour’ as efficient as possible, this thesis is an explorative study on the use of one such tools; the creative brief in the context of the Dutch advertising and branding industry. Following a literature review on the themes of defining the creative brief, recognizing the needs of creative producers and teamwork in innovation the author conducts interviews with a varied sample to represent the varied landscape of the Dutch advertising industry. Through a series of in-depth interviewsand analysed documents, the following research question is answered: How are creative briefs used as faciliatory tools in the Dutch advertising industry amongst different stakeholders throughout the steps of advertisement and branding materialproduction? Additionally, a further understanding of the development of a creative brief throughout the creative process is created.  \nThe research is based on the framework of the needs of creative producers by Perry-Smith & Mannucci (2017) and concludes that briefs complement the identified needs by ensuring validity, ensuring feasibility, offering guidance and providing inspiration.  \nAdditionally, while finding that every brief is uniquely tailored to the individuals involved their preferences, the author finds four overarching themes which can be found in every brief. These conclude that all briefs contribute to defining; the goal, the deliverables, the constraints and ‘good to know’additional information. However, also conclude that dependent on the phase in which the brief is currently used, the specificity of this information is increasingly converged as based on the design principle of diand convergence (Roozenburg & Eekels, 1998) .  \nIt is concluded that while not all creatives opt to make use of a creative brief (like) tool, there is no harm in doing so and in many cases the communicative qualities of the device can positively impact the creative process by mitigating the risk of the not invented here (NIH) syndrome (Baer, 2012). This however, is in large part because the often-considered negative influence of a brief: close proximity priming where closely related artifacts which need to inspire creatives are included in the brief (Brown, Bhadury, Bansal, & Bloxsome, 2020) is hardly done in the cases of the interviewed respondents and their analyzed briefs.  \nMultiple future avenues around the ways in which creative briefs and the environment of creatives can be optimized for ‘better work’ are proposed as further research on the basis of these conclusions.  \nKEYWORDS: Creative Briefs, Advertising, Branding, Netherlands, Creative Process  \nTable of Contents  \nAbstract .......................................................................................................................................... 2  \nTable of Contents........................................................................................................................... 3  \nList of Tables ................................................................................................................................. 4  \n1. Introduction ........................................................................................................................ 5  \n2. Theoretical Framework..................................................","cbCaighRLU4Clwf3","https://ap.wps.com/l/cbCaighRLU4Clwf3","pdf",641341,52,"English","# Abstract\n# Table of Contents\n# List of Tables\n# 1. Introduction\n# 2. Theoretical Framework\n## 2.1 Defining the Creative Brief\n## 2.2 The needs of creative producers\n## 2.3 Working in teams\n## 2.4 Research Objective\n# 3. Methodology\n## 3.1 Qualitative research\n## 3.2 Semi-structured interviews\n## 3.3 Document Analysis\n## 3.4 Sampling\n## 3.5 Operationalization","[{\"question\":\"What research question does the thesis address about creative briefs?\",\"answer\":\"It investigates how creative briefs are used as facilitative tools among different stakeholders across the steps of advertising and branding material production in the Dutch industry.\"},{\"question\":\"Which framework guides the thesis’ conclusions about the value of briefs?\",\"answer\":\"The thesis uses the needs of creative producers framework by Perry-Smith \\u0026 Mannucci (2017) to evaluate how briefs complement those needs.\"},{\"question\":\"What recurring themes does the thesis find in creative briefs?\",\"answer\":\"It finds four overarching themes present in every brief: the goal, the deliverables, the constraints, and additional “good to know” information, with the specificity converging depending on the usage phase.\"}]","Creative Briefs in Advertising - A blessing and a curse - Master Thesis | PDF",1789197093]