Ewan Patel
Co-founder & Head of Words
Ewan is responsible for all things strategic at Briefly. A passion of his is tennis. Another passion of his is marketing briefs 🙄. After 4 years working as a Strategist at Saatchi & Saatchi in London, he was fed up of bad client briefs. That was part of the impetus behind Briefly.
Articles by Ewan Patel
How Ocado, Doom and Amazon made a splash in May 2025
An analysis of three creative campaigns in May 2025, including work from Ocado, Doom and Amazon.
How Stella, Pampers, Snapchat and more created beautifully minimalist ads
An analysis of three creative minimalist campaigns in April 2025, including work from Stella, Pampers and Snapchat.
How The Ordinary, Duracell and McDonald's launched some unconventional brand marketing
An analysis of three creative campaigns that did some unconventional brand marketing in March 2025, including work from The Ordinary, Duracell and McDonald's.
How Heinz, KFC and Magnum used empathy, weirdness, and media magic
An analysis of three creative campaigns: Heinz's Baby Food campaign, KFC's Believe in Chicken campaign, and Magnum's Nothing Cracks Like a Magnum campaign.
How Pregnant Then Screwed & Persil get IWD right
A look at how two brands are celebrating International Women's Day, from Pregnant Then Screwed's shredding campaign to Persil's Arsenal partnership.
How Jameson, Virgin Media & Tesco drive first time purchases
A look at how major brands are driving first time purchases, from Jameson's St Patrick's Day campaign to Virgin Media's F1 sponsorship.
How KFC, Durex and Who Gives A Crap celebrate Valentine's Day
How three brands from three different categories celebrate Valentine's Day.
Every single Super Bowl ad from 2025
A comprehensive analysis of all the major Super Bowl LVIX advertising campaigns, featuring celebrity appearances, creative storytelling, and brand innovation.
How Ford, TfL, and World ID changed perceptions
How Ford Pro championed tradespeople, TfL rebranded the Overground, and World ID tackled data privacy through creative campaigns.
How Uber used innovative media placement
Uber's creative approach to OOH advertising, leveraging unexpected placements and contextual relevance to capture attention.
How Apple, Nissan (& kind of Hellmann's) made their marketing more inclusive
A look at how major brands are authentically incorporating inclusivity into their marketing campaigns, from Apple's emotional Christmas ad to Nissan's cultural initiative.
Every single Christmas ad from 2024
A comprehensive analysis of all the major Christmas advertising campaigns from 2024, featuring emotional storytelling, creative innovation, and brand messaging.
How Sainsbury's, John Lewis and Campari made cinema with their ads
A look at how major brands are authentically incorporating inclusivity into their marketing campaigns, from Apple's emotional Christmas ad to Nissan's cultural initiative.
How McDonald's, Nike & Greggs bait and switch in their marketing
A deep dive into creative marketing tactics from major brands: McDonald's staged product leaks, Nike's evolving victory narrative, and Greggs' upmarket brand stunts.
How Campo Viejo, Taco Bell and others used experiential marketing to drive local engagement
Exploring four creative experiential marketing campaigns: Campo Viejo's artistic wine tasting, Barbour's quilted exhibition, Alpro's street art, and Taco Bell's student-focused tuk-tuk service.
How Poppi, Levi's, and Dr. Squatch Used Celebrity Brand Ambassadors to Drive Engagement
Exploring three creative brand ambassador campaigns: Post Malone x Poppi, Sydney Sweeney x Dr. Squatch, and Beyoncé x Levi's iconic laundromat recreation.
Burger King, Heinz, and Calm: Navigating Sensitive Advertising in 2024
An analysis of how three major brands - Burger King, Heinz, and Calm - approached sensitive subjects in their 2024 advertising campaigns, exploring the delicate balance between insight and controversy.
How Tesco, Woolmark, and ITV used fear to get audiences to tune in
An analysis of how three major brands - ITV, Woolmark, and Tesco - leveraged different types of fear in their 2024 advertising campaigns, from social experiments to environmental concerns.
How Lurpak, BA and more challenged opinions to drive conversation
An analysis of how four major brands challenged established consumer perceptions in 2024, from Lurpak's plant-based approach to British Airways' business class messaging.
4 tiny social ads from Amazon, Uber, and more that tried to punch above their weight
An analysis of how four major brands innovated on social media in 2024, from WeTransfer's break-up announcement to Amazon's clever TikTok tactics.
How Malibu, SheSays and more tried to do some social good with their advertising
An analysis of how four brands combined business success with social impact in 2024, from Malibu's water safety campaign to Specsavers' hearing health initiative.
How Pom Bear and others created some good, old-fashioned family fun
An analysis of how four major brands created family-friendly advertising in 2024, from Pom-Bears' belly buttons to M&M's Minis launch.
How Heineken and others put their thinking caps on for product placement
An analysis of how four major brands innovated with product placement in 2024, from Doritos' fiery displays to Bodyform's storytelling approach.
Standout work from Lynx, Monzo, Jaffa Cake and more!
A deep dive into five creative advertising campaigns from 2024, featuring Lynx's clever Arsenal tie-in, Monzo's innovative Greggs partnership, Jaffa Cake's identity crisis, Amazon's nautical business ad, and Müller Light's fresh positioning.
How can you lean on trends without being tacky? See how KFC, Heinz and Blank Street did it
A deep dive into how three major brands leveraged cultural trends in 2024, from KFC's conspiracy theories to Heinz's sauce mixing phenomenon and Blank Street's data-driven activations.
3 campaigns that used smart cultural insights to get to great work
An analysis of three powerful campaigns: Heineken's football-inspired insurance, Chester Zoo's photo-driven storytelling, and domestic violence awareness during major tournaments.
How BHF, PCUK and Coppafeel handled serious topics to make great advertising
An analysis of three charity campaigns tackling serious health issues: BHF's emotional football tributes, Prostate Cancer UK's future-focused storytelling, and Coppafeel's age perception challenge.
3 outstanding sports anthems from Gatorade, Paddy Power, and Adidas
An analysis of three powerful sports campaigns: Gatorade's youth revival, Paddy Power's humorous take on England's chances, and Adidas' star-studded football celebration.
How Starbucks, Deli Kitchen and Wilkinson Sword made OOH work
An analysis of three distinctive outdoor campaigns: Starbucks' summer personalization, Deli Kitchen's flat-out creativity, and Wilkinson Sword's copywriting controversy.
How Monzo, Heinz and Asda used hyperbole to 'exaggerate' their marketing
An analysis of three creative campaigns using exaggeration: Monzo's surreal comparisons, Heinz's superfan stories, and Asda's British summer behavior amplification.
3 ads that all used the same song???
An analysis of three campaigns using the same iconic track: M&S's summer vibes, Mini's electric energy, and Jam Shed's viral moment, all powered by Technotronic's Pump Up The Jam.
A masterclass in comedic advertising from Lynx and more
An analysis of three campaigns using humor to drive memorability: Mike's Hard Lemonade's gatekeepers, Graze's inner voice, and Lynx's dark comedy approach.
How Cruzcampo, Domino's and Kronenbourg used puns to make their ads pop
An analysis of three campaigns using wordplay: Cruzcampo's cruising pun, Kronenbourg's twisted visuals, and Domino's high-four fellowship approach.
Marketing without the product? See how McDonald's and more did it
An analysis of three creative campaigns that avoided showing their products: LoveHoney's cheeky alternatives, McDonald's mysterious changes, and Hellmann's calendar revolution.
How McDonald's, Beko and Marmite turned product usage into great creative
An analysis of three creative campaigns focused on product usage: McDonald's delivery anticipation, Beko's appliance inheritance, and Marmite's smuggling operation.
How Hiscox broke their billboards and McDonald's broke friendships
An analysis of three creative campaigns: Hiscox's disastrous billboards, McDonald's pre-nug agreements, and Huel's perfectly-timed influencer partnership.
How BA, Tracksmith & Prost8 do simple, creative ads
An analysis of three creative campaigns: BA's window-seat perspective, Tracksmith's amateur running love story, and Prost8's cheeky awareness campaign.
How Nando's & Stella Artois use star power in their ads
An analysis of three celebrity-driven campaigns: Nando's cultural collab with Saka, Stella's Beckham misdirection, and Axe's locker room challenge.
How B&Q and Cleanipedia make their OOH ads stand out
An analysis of three distinctive outdoor campaigns: Asda's Easter farm fantasy, B&Q's empowering wordplay, and Cleanipedia's blacklight revelations.
How Dove, Haribo & Flora maintain their brand platforms
An analysis of three brand platform campaigns: Dove's fight against harmful beauty standards, Haribo's enduring Kids' Voices concept, and Flora's quirky plant-based messaging.
British Airways flip the camera in latest campaign
An analysis of BA's innovative OOH campaign that turns the lens inward, capturing the wonder of air travel through passengers' expressions at 35,000 feet.
How Just Eat used Wes Anderson-style animation to expand their market
An analysis of Just Eat's charming stop-motion campaign featuring cuddly mascots, created by the studio behind Fantastic Mr. Fox, to promote their grocery delivery service.
How B&Q breathed new life into its 'You Can Do It' slogan
What went into B&Q's new campaign that reinvents their 40-year-old slogan, turning voices of doubt into a rallying cry for DIY confidence.
How IKEA made staying home feel rebellious
An analysis of IKEA's creative campaign that transforms home activities into acts of rebellion, showing how staying in can be more exciting than going out.
How Google made AI accessible in their Super Bowl ad
An analysis of Google's emotional Super Bowl campaign that showcases their AI technology through the lens of accessibility and human connection.
How KFC's creative advertising makes their products stand out
An analysis of how KFC turned a simple product feature into memorable creative, breaking traditional product marketing conventions with humor and simplicity.
How Magnum's 'Stick to the Original' campaign won over audiences
An analysis of Magnum's premium positioning campaign that uses humor and storytelling to justify their price point, earning System1's 'Exceptional' rating.
How to brief your agency
Top tips for delivering your brief to your agency or creative team.
How to write the perfect creative brief
A step-by-step guide to writing an inspiring creative brief - with real-world examples from Nike, Spotify, and Snickers, plus a free downloadable template.
How to find an insight for your brief
What is a marketing insight? Learn the different types, why they matter, and how to find them for your next brief - with real-world examples from BrewDog, Dove, and more.
How to start writing a marketing brief
Everything you need to do before you start writing a brief.
How to make your brief inspiring
There's nothing worse than a boring marketing brief. Find out how to make yours inspiring here.
How to segment your market
What is market segmentation? Learn the definition, the three main types (demographic, psychographic, behavioural), real brand examples, and a step-by-step process for creating your own.
How to get the admin right
Tie a pretty bow on your brief with all the detail your agency will need.
How to write the perfect marketing brief
A step-by-step guide to writing a marketing brief that gets results. Includes real examples from Nike, IKEA, and Oatly, plus links to free downloadable templates.
How to define your marketing challenge
How to write a sharp problem statement for your marketing brief to inspire your agency and get you to better work.
How to write a value proposition
Learn to craft a compelling value proposition for your brand.
How to set marketing objectives
Learn how to set SMART marketing objectives that actually drive results. Includes 15 copy-paste-ready examples across business, marketing, and communications objectives.
How to summarise market research
Avoid the 100-page briefs by learning how to summarise your marketing research into actionable, snackable insights.
How to find your target audience
Learn what a target audience is, how to find yours, and how to describe it in a marketing or creative brief. Includes B2B and B2C examples from Nike, Starbucks, and more.
![Free Marketing & Creative Brief Templates [Word, PPT & PDF]](/images/resources/briefing-101/brief-templates/brief-templates-thumbnail.webp)
Brief Templates
Download free marketing, creative, campaign, and media brief templates. Available in Word (.docx), PowerPoint (.pptx), and PDF formats, with guides on when to use each one.
How to craft key messages
Key messages are what you hope your audience will remember after they see your campaign. Learn how to craft them in this article.