Crash Course in Creative Brief Writing

In this half day account planning workshop, you'll explore the strategic processes and techniques employed by the world's best creative agencies to get closer to consumers and write razor sharp briefs.

Great creative work begins with a killer brief. It's not easy to develop creative briefs filled with insight, consumer understanding, and inspiration for your team. It takes time, hard work, and passion. Luckily, there's a process to unlocking this strategic magic and it can be taught.

You will learn how to write a creative brief from an award-winning, expert account planner in an engaging, hands-on course that will give you skills you can apply the next working day.

Who this course is for:

• Junior Planners
• Brand Strategists
• Account Executives
• Advertising industry pros looking to sharpen their strategic skills and learn how to write a creative brief

Key takeaways:

• Discuss the purpose of the creative brief: the role and significance of the brief in an agency setting.
• Understand who leads the development of the brief and why it's a collaborative process.
• Learn how to ask the right questions in a client input meeting to get the facts you need to develop your creative brief.
• Learn the key components of a sharp creative brief and why each is important.
• Understand the importance of a brilliant insight and a razor sharp strategy statement.
• Discuss ways to make your creative brief more creative and inspiring.
• Brainstorm inventive ways to make creative briefing sessions more inspiring in your agency.