Kevin McTigue
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Kevin McTigue

Clinical Associate Professor of Marketing

Kellogg Faculty Page →

7 Sins of the Creative Brief

Why having a bad creative brief—or no brief at all—can sink an advertising campaign.

Researchers: Derek D. Rucker and Kevin McTigue

September 29, 2021


3 Mistakes Brands Make When Targeting Customers

How to avoid common pitfalls like the “popular kid target” and other advice from the authors of the forthcoming book, The Creative Brief Blueprint.

Researchers: Kevin McTigue and Derek D. Rucker

July 16, 2021