My partner and co-host Henry Gomez offers up a brief he wrote for the Cleveland Clinic Florida when he was a relative newbie as a strategist, and shares some of the creative it produced. This is an excellent exercise we should all do from time to time with a brief from our past. I tip my hat to Henry for sharing his thinking.

113: Let’s dissect a creative brief for Cleveland Clinic Florida.

The Brief Bros. is a video podcast about creative briefs, briefing and advertising. It’s hosted by Howard Ibach, former copywriter and creative director and author of two books on the creative brief, and Henry Gomez, an ad agency strategist with 28 years of experience.

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113: Let’s dissect a creative brief for Cleveland Clinic Florida.

113: Let’s dissect a creative brief for Cleveland Clinic Florida.