ABSTRACT
All creative ideas are based in research. In order to write or design any ad the creative team will need a creative brief to inform on the overall creative direction. This chapter will break down the process, define the players who make up the creative team, and define a few everyday ad teams.
In this chapter we will define the business behind creative, take a look at the players, and get a few definitions in before tackling the multiple facets that make up advertising design and copywriting.
