Who should attend
Client marketing, brand and comms managers, as well as internal creative agencies. Agency account managers, planners, creatives, project managers. Anyone who is involved with commissioning, carrying out and judging creative work.
About the course
The creative brief.
Is it an onerous obligation, a form to be filled in, a place to shine or a declaration of war?
Too often the brief is a symptom of malaise or uncertainty within companies and between them and their agencies and becomes the source of argument and friction especially when work is presented and judged.
Because often different sides speak different languages.
This session will help you write briefs that are clear and concise, insightful and inspiring. How can we get the best- and avoid the worst- from briefing, and then how are we meant to judge what comes from it?
- Why is the brief so important ….who wants what, and why are there so many potential differences?
- How to build the best bridge from the client brief to the [agency] creative brief…….
- By identifying the real problem/s
- …….while still inspiring the creative imagination
- Find a clear understanding of all the elements that make up an effective brief, not just the proposition.
- How to isolate strategic simplicity, coherence and avoid “formfillingness”
- Learn some key how tos and how-not-tos
- Understand the importance of the briefing as much as the brief
- How to evaluate -and respond to- work in a way that is honest and constructive
Tas has created or endured around 6,000 presentations in his career. As a result, he has been writing and carrying out courses on the subject of storytelling in business for 15 years from the UK to the US and in France. Over that time, he has trained some 1,000 people in the art and science of st...
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.