{
  "id": 12590859,
  "title": "The ‘Old-School’ Briefing Framework Smart Founders Use to Stop Wasting Marketing Spend",
  "url": "https://urgent.news/2026/10/07/the-old-school-briefing-framework-smart-founders-use-to-stop-wasting",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-07T09:00:00.000Z",
  "source": {
    "name": "Inc.",
    "slug": "inc",
    "url": "https://www.inc.com/james-richardson/how-smart-founders-use-creative-briefs/91414867"
  },
  "original_language": "en",
  "account": null,
  "summary": "Created decades ago to rein in agencies, the simple creative brief remains the single most effective tool for managing CPG comms.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}