Making Ads Part 2 - nailing the brief is the job half done
![Image](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjclXLXnl4LKqjtqN1bfhwUWc6AuYybllkcLVCV2aqmkrojyL9WpAwHNPNY41k9fjEvdFjMi4VJfHH1S1yZXFvRT_O8ySeyqlG0aS5_SPtstSMEGqv3EqUXQL03bDGH0Qc11_pVfhdjGPDa/s400/Transformation+matrix.png)
Here we are, in the middle of February and the year already seems to be slipping by. I thought its only been a few weeks since I wrote the last post, but then realized that the few weeks was actually last year and almost 2 months have gone by. So here I am writing the next part of the "Making Ads" saga. I am sure all of us have heard & maybe also used the age old saying "an ad is only as good as the brief" and even if it makes the creative people sometime wince; its actually true. The essence and the magic of a creative truly is in the brief. And hence, the next obvious question is what's in a brief. Before I actually say what's in a brief or rather how to go about writing a brief; I think it’s important to call out what's not in a brief and what should not be in a brief. Firstly, your vision of what the ad should look like should not be in a brief because you are not the creative team and even if you can be one; it does not help anyone if