Creative Brief

The Chartered Institute of Marketing

How long?

  • 1 day
  • online, in person

The Chartered Institute of Marketing

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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?

Learning outcomes

  • 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

Experts

Anthony Tasgal

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...

Creative Brief at The Chartered Institute of Marketing

From  625 GBP$841

Something went wrong. We're trying to fix this error.

Thank you for your application

We will contact the provider to ensure that seats are available and, if there is an admissions process, that you satisfy any requirements or prerequisites.

We may ask you for additional information.

To finalize your enrollment we will be in touch shortly.

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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.