Getting the best possible creative work from your agencies requires a well-designed, well-written, and thoughtfully delivered brief. Such a brief not only provides useful direction, objectives, benefits, and measures of success, it offers the inspiration necessary for the most imaginative work. When purpose-driven brands look to communicate how their values and products resonate with stakeholders, they place a premium on the creative brief. While similar to a traditional one, a brand purpose creative brief addresses a social need and other key elements that brands and businesses must keep in mind. Unfortunately, some brands fall short in this area, and it can later result in accusations of purpose-washing. So, what’s involved in the development of a brand purpose creative brief? Why is it important to identify a compelling social need that a brand can “own”? And why is it critical to get buy-in on your brief from all stakeholders? In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, purpose and brand marketing expert Hope Freedman joins host Ken Beaulieu to provide her perspective on the brand purpose creative brief and how it can make a positive difference in marketing and advertising.

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