How to Write a Creative Brief

I am as interested in talking to Halifax mortgage people about the problems with first time buyers, or making the case for advertising. So I think there's also this thing that it is 5% to 10%, and the client thinks that's the cream of their job. The times I got most excited by a creative idea was when it actually solved a business problem - not a creative, not a comms problem. Not everything in a brief is of equal value. And the other thing I know, I found, maybe this is just because I'm not very good at writing briefs, but it's often not written by the decision maker.