Who prepares the creative brief?

Question

Quizplus · Accepted Answer

The creative brief is typically prepared through a joint activity of the client leader and the account executive (AE) on the advertising agency's team. As the client leader is responsible for providing strategic direction, and the AE is responsible for developing the creative plan, it makes sense to work together on the creative brief to ensure it captures the creative vision accurately. While the client marketing manager or brand manager may provide input, the client leader and AE are typically the primary collaborators in creating the brief.

Who Prepares the Creative Brief